Branche

Steel industry

Projekt

Sustainability communication

Kunde

voestalpine Stahl

Region

Europe

voestalpine Stahl

Sustainability in the fast lane

Stella Sustainable is voestalpine Steel Division’s fictional ambassador who makes a complex topic tangible: sustainability and decarbonization in the steel industry. Once known as a major CO₂ polluter, the industry has drastically reduced its CO₂ emissions thanks to innovative technologies and EU-wide initiatives – and continues to strive towards net-zero.

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Stella is more than just a symbol: As an animated vehicle, she’s a “sustainability expert” and explains voestalpine’s ambitious goals and progress in an easily digestable way.

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Inviting and accessible:

The hand-drawn elements draw the viewer in and reduce inhibitions.

Personal and unmistakable:

The style is memorable and deliberately sets itself apart from classic styles.

Emotional appeal:

Scribbles convey lightness and make a complex topic understandable.

From the concept to the finished product.

Stella narrarates voestalpine’s CO₂ reduction targets in an animated video. To make the technical content accessible, over 150 individual scribbles were created, combining conventional 2D elements with a 3D protagonist – a fresh approach to sustainability communication. With the latest update, the video was supplemented with AI-based dubbing: artificial voices are used for both German and English voiceover. This required expertise in the use of state-of-the-art AI technologies – expertise that we were happy to contribute.

Workshops, copywriting and ongoing partnership.

The entire website was redesigned for voestalpine’s sustainability communications. We developed the core messages and user journeys in workshops before implementing content and scribbles in the CMS. Since then, we have been supporting voestalpine with continuous updates and new news articles – a collaboration that has a lasting effect.

Successful presence on social media.

In addition to the creative design and technical implementation, we also created Stella’s LinkedIn presence and have been managing it successfully for years. Through targeted content strategies and regular interaction, we strengthen Stella’s brand presence on LinkedIn and promote dialog with a growing community.

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voestalpine Stahl

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voestalpine Stahl

CWIEME 2024