THE HUMANIUM METAL INITIATIVE

Bronze Eurobest

Case Film

Presentation Image

ClientIM
TitleTHE HUMANIUM METAL INITIATIVE
Product/ServiceHUMANIUM METAL
Entrant AKESTAM HOLST NOA Stockholm, SWEDEN
Idea Creation AKESTAM HOLST NOA Stockholm, SWEDEN
Idea Creation 2 GREAT WORKS Stockholm, SWEDEN
Credits
Name Company Position
Johan Pihl Great Works NoA Executive Creative Director
Kalle Söderquist Great Works NoA Creative Director
Magnus Jakobsson Åkestam Holst NoA Creative Director
Adam Reuterskiöld Åkestam Holst NoA Copywriter
Fredrik Dahlberg Great Works NoA Copywriter
Randy Gosda Great Works NoA Copywriter
Harald Hammar Great Works NoA Art Director
Johan Öhrn Great Works NoA Creative
Kenna Magnusson Great Works NoA Creative
Karl Sundin Great Works NoA Creative
Mårten Magnusson Great Works NoA Creative
Daniel Skantze Great Works NoA CTO
Alexander Svensson Great Works NoA Developer
Peter Norbeck Great Works NoA Developer
Cristoffer Overgaard Great Works NoA Developer
Alex Picha Åkestam Holst NoA Developer
Kalle Peterz Åkestam Holst NoA Developer
Jacob Odqvist Great Works NoA Client Director
Anders Ullstrand Great Works NoA Client Director
Julia Staberg Great Works NoA Agency Producer
Kaj Bouic Great Works NoA Planner
Erik Hagman Great Works NoA Photographer
Digge Zetterberg Odh Great Works NoA PR
Ida Persson Åkestam Holst NoA PR

The Campaign

The Humanium Initiative is the world’s first supply chain distributing metal from destructed firearms, making it available for commercial production. The creative idea is not to design or produce products from destructed illegal firearms, but to establish the supply chain of Humanium Metal. The challenge of sourcing metal from weapons destruction programs became the opportunity. The instant emotional impact of holding something that used to be a destructive force, now turned into something useful and productive, connects Humanium to the most powerful lobbying group of them all – the consumers. All Humanium products are symbols of peace and part of the solution generating new financial resources to the victims of armed violence. Each product is a carrier of the message and connects to the most powerful lobbying group of them all – the consumers. Humanium is a commodity for peace, enabling brands to reinvent their products for a better world.

Creative Execution

The Humanium Metal initiative is based on maintaining a close transparent involvement and cooperation with public authorities and local organisations. The metal comes from seized firearms, controlled by relevant public authorities and cleared for destruction by local legal representatives. The first weapons destruction program dedicated to Humanium was held in November 2016 in El Salvador, in close cooperation with the El Salvadorian authorities. Technical specification of metal can be provided for each single batch of melted firearms, in accordance with the documentation handed out by the industrial melting plant. Humanium Metal is available as steel powder, which is suitable for a variety of production methods. The steel powder is also 3D printing compatible enabling brands, artists and designer to make prototypes and made-to-order-products.

Endorsement has been received by Dalai Lama, Desmond Tutu, Hans Blix and other world leaders. Press and media from all parts of the world has covered the Human Metal initiative. The first batch of 1 ton Humanium from El Salvador arrived in Sweden autumn 2017. Next scheduled production of Humanium Metal will be held in Guatemala and Colombia with negotiations underway in additional Latin American countries. Leading Swedish brands have entered into a partnership committing to using Humanium Metal in their future production. A full international rollout is expected during spring 2018. IM has during 2017 initiated a partnership with 3D-Hubs, an online service for ordering custom 3D printed and CNC machined parts, reaching 1 billion customers in 150 countries. Humanium Metal is a registered trademark and is produced under the control of relevant public authorities.

The spread of illegal firearms is a global challenge. The Humanium Metal Initiative is a disruptive business model, which converts metal from weapons destruction programs into a valuable commodity. Humanium generates new financial resources to countries struggling with armed violence. The instant emotional impact of holding something that used to be a destructive force, now turned into something useful and productive, connects Humanium to the most powerful lobbying group of them all – the consumers. All products made of Humanium metal are symbols of peace and part of the solution generating new financial resources to the victims of armed violence.

All Humanium products generate new financial resources to the victims of armed violence. Each product is a carrier of the message and connects to the most powerful lobbying group of them all – consumers. Humanium enables brands to reinvent their products for a better world. The Humanium Metal Initiative foremost a disruptive business model, which converts metal from weapons destruction programs into a valuable commodity. Humanium Metal generates new financial resources to countries struggling with armed violence. The innovation lies in every stage, from communication to procurement to the supply chain to the business model to the partnerships. Humanium has established a sustainable infrastructure that meets the production and investment demands of commercial partners. The strategy is to inspire consumers, businesses and authorities to join hands to find a solution to one of the world's greatest problems. The Humanium Metal Initiative contributes to the UN 2030 Agenda promoting human security.