‘Audacious’ Nord grabs Creative B2B
- Jun 23
- 2 min read
A space programme that never leaves the Earth has won this year’s Lions Creative B2B Grand Prix after securing headlines and real-world impact in equal measure. The Faroe Islands Space Program was devised by Nord, Stockholm for SKF, the world’s largest ball-bearing manufacturer, as a way to showcase its innovation beyond the product that made it
famous — while still showcasing its brand’s ability to fight friction. Rather than build rockets to explore space, the project involved harnessing tidal energy generated by the moon’s gravitational pull, packaged as a space programme to bring renewable energy back into the spotlight.
Power company SEV will now be using the technology to generate 40% of the Faroe Islands’ energy by 2030, with 16 other countries exploring whether they can implement it too.
“They didn’t just advertise that they were out to fight friction in the world. They actually. built a space programme to prove it,” said Jury President Ty Heath, global director, thought leadership, GTM strategy at LinkedIn. “You don’t have to be a science-fiction fan to appreciate the audacity of that!” The work generated 840 million original impressions against an original target a tenth of that.
“How do you become known for innovation? You reframe your identity, and they successfully did that.”
Heath talked about wider trends in this year’s selection. “A lot of the winning brands actually built a solution for a community. They saw themselves as stewards of the communities,” she said. “And they built systems that would sustain those communities for years to come. For decades to come!” Golds in the category were awarded to work from Thailand and Italy.
“Each of the winning brands showed evidence: they didn’t just talk about the work. They brought people into the experience. They let the customers feel the experience, and they proved they were able to deliver on that with real-world aspects,” Heath said. “There was also the emotion that was brought to it. For every winning entry, everybody (on the jury) felt something. There was a thread… just thinking about the very real aspect of being a human, and not forgetting that in the way the creative was delivered.”
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