Capture the Imagination

Challenge
Heidelberg Materials, a global leader in cement and concrete production, developed evoZero^® – the world’s first net-zero cement made possible through carbon capture and storage (CCS). Produced at their groundbreaking Brevik plant in Norway, the technology captures 400,000 tonnes of CO₂ annually, storing it deep beneath the seabed.

Launching such a pioneering product posed a unique challenge: there was no existing market, limited understanding of CCS, and no real-world use cases to reference. Heidelberg needed to generate interest and secure early sales two years ahead of release – positioning evoZero^® not just as a product, but as a catalyst for change in sustainable construction.

Brief
We were appointed to create a global campaign to introduce evoZero^® and establish Heidelberg as a leader in net-zero building materials. The campaign needed to create early impact, build sustained interest, and engage diverse audiences – policymakers, architects, developers and sustainability advocates – while making complex science understandable and inspiring. It also had to build confidence in a product that wouldn’t be available for two years, culminating in a global launch event at the Brevik plant.

Solution
Our creative strategy was built on storytelling with emotional resonance and a bold idea: ‘Capture the Imagination’. It connected the science of carbon capture to a broader vision – inviting the world to imagine the possibilities of building a net-zero future.

We framed evoZero^® as a defining moment, not just a material innovation, and let the voices behind the breakthrough – scientists, engineers, and visionaries – tell the story. The visual identity centred around the ‘capture graphic’ – a dynamic device derived from the Heidelberg brand mark, used to highlight messages, facts, and aspirational ideas. This was supported by a flexible messaging system tailored for different audiences.

Campaign assets included a hero film, microsite, brochures, explainer animations, contributor videos, and infographics – rolled out in 13 languages with a global communications toolkit.

For the global launch in Norway, the campaign evolved into ‘Capture the Moment’ – marking a historic milestone in industrial decarbonisation. We developed the event strategy, creative direction, large-scale environmental graphics, branding of the floating event platform, and a series of films and animations for the launch show. We also designed a commemorative stone and a bespoke gift for the Crown Prince of Norway, who officially inaugurated the facility.

Results
+ First year’s supply of evoZero^® sold before the official product launch
+ Global campaign rollout across 15+ countries
+ 45% of website visitors engaged through downloads or video views
+ Social content achieved up to 25,000 views per post
+ evoZero^® widely recognised as a breakthrough in sustainable construction
+ Positioned Heidelberg Materials as the pioneer of carbon-captured cement and a global net-zero leader