While others race to the Moon and back, the Faroe Islands Space Program takes a bold new step in space exploration—without ever leaving Earth. SKF is launching a space program to harness the energy of the Moon through the tides of the North Atlantic Ocean – a joint effort with tidal energy developer Minesto and municipally owned Faroese power company Sev. Developed in partnership with creative agency NORD DDB, this initiative showcases how cross-industry collaboration and innovation are essential for driving progress, making it possible for us to make the most of the resources we already have — right here on Earth.
“Research shows that 20% of all energy consumed globally is used to overcome friction. Since 1907, SKF has been at the forefront of reducing friction, creating products and solutions that drive efficiency. This space program embodies our belief that, through collaboration and innovation, we can unlock the full potential of the resources we have on Earth”, says Per Nilsson, Director of Communication, SKF.
Over the past year, SKF and Minesto have been pioneering tidal energy using tidal kites off the coast of the Faroe Islands, supporting the islands’ goal of reaching 100% renewable energy by 2030. The mission is to harness the Moon’s energy for predictable and renewable power. The tidal kite, Luna, has a rated capacity of 1.2 MW, enough to power 200 villas with electricity for one year. Unlocking the power of the tides is achieved in cooperation with energy company Sev, owned by the Faroese people. The next goal of the program is to implement a new 200 MW tidal energy facility which could supply 40% of the expected electricity demand by 2030, providing green electricity to the small, remote island nation’s 50,000 people and 70,000 sheep.
“While some look to the stars, we look to the deep blue sea. It’s estimated there are at least 3000 more “Faroe Islands” out there qualifying for our space program – if they all join, moon energy could replace all coal power capacity currently under development globally. In a traditional industry, we want to stand out in unexpected ways to inspire and accelerate the transition to a more sustainable world”, says Daniel Sjöstrand, Head of Brand Strategy, SKF.
By framing the project as a space program (that never leaves Earth), SKF aims to highlight how we can harness the Moon’s energy to generate renewable energy through tidal forces and make the most of the resources we have here—amidst a new space race where many are discussing the potential of extracting resources from other planets and outer space.
“We believe that the best advertising doesn’t feel like advertising. This initiative isn’t about promoting a product; it’s about sharing SKF’s mindset—making the most of the resources we have. Instead of launching yet another B2B campaign, we created a space program with the mission to harness moon energy. Not in space, but right here on Earth. Tapping into the conversation about the search for new resources and underscoring the crucial role SKF, Minesto and others play in advancing energy sustainability”, says Simon Higby, Nordic Creative Director, NORD DDB.
The Faroe Islands Space Program is the first communication initiative launched under SKF’s new brand strategy and the concept “Less friction, more progress”, also developed together with NORD DDB. This initiative underscores SKF’s unique role in not only reducing friction but actively fighting it to move the world forward. This initiative marks the beginning of a series of initiatives under the umbrella term “Fighting Friction initiatives”, with more to follow.
The Faroe Islands Space Program will run as a campaign globally across all SKF’s markets, with different adaptations depending on each market, such as digital and social media, outdoor, print and native advertising.
