With protectionism on the rise, SKF is challenging convention with a new initiative that celebrates openness over ownership. The Patent Bay is a real, fully legal platform for sharing technologies that could reduce environmental impact, introduced through a campaign inspired by the free-sharing spirit of the early internet. The initiative was developed with NORD DDB.
The Patent Bay is SKF’s new, completely legal platform offering free access to technology patents. Taking a playful nod to the grassroots digital culture that championed sharing, the initiative channels the belief that ideas and information should be accessible – only this time, the “torrents” are innovations that can help the planet. It embodies SKF’s belief that progress comes from openness, not protectionism, positioning the brand as a leading voice encouraging collaboration and helping to advance sustainability. The first released patent is SKF’s steel alloy that helps enable next-generation aircraft engines designed to cut emissions by up to 25%.
“Too often, protectionism slows progress when we should be moving faster together. At SKF, we believe real change starts with sharing ideas and knowledge – making the most of what already exists, rather than keeping it on the shelf. The Patent Bay takes that open-source spirit and gives it a new purpose: it’s completely legal, collaborative, and built to do good,” says Daniel Sjöstrand, Head of brand strategy and Global campaigns at SKF.
To drive real change and raise awareness of the platform, SKF is inviting other companies and innovators to join The Patent Bay. Staying true to its collaborative spirit, the brand is reaching out to industry peers, competitors and some of the world’s biggest opinion leaders. Through creative assets put in contextual placements, they encourage them to share their own innovations and help spread the word about the initiative. Mölnlycke Health Care, a global MedTech company, has become the first partner to join The Patent Bay and discussions are underway with other potential partners.
“Besides the name, which is an obvious hint we hope no one misses, we wanted to make the initiative feel digital-first, with just the right amount of The Pirate Bay touch. Throughout, we worked hard on details such as wording and tone to visual cues – but we also took bigger swings with formats like the open letters used to reach out to stakeholders. We know our predecessor had a soft spot for those”, says Ida Nordeng, Junior Copywriter at NORD DDB.
The assets will be distributed globally across owned and paid digital channels, as well as print and OOH in selected key markets. To top it all off in a distinctly rebellious way, posters hinting about The Patent Bay were put up on the streets of Stockholm at launch.
The Patent Bay is the second project in SKF’s ongoing series of “Fighting friction initiatives”, creative efforts that bring the brand role “Fighting friction to move the world forward” to life.
