The marketing effort built around Minesto’s underwater tidal‑energy kites—dubbed the “Faroe Islands Space Program”—has captured the top honor at this year’s Cannes Lions International Festival of Creativity. The Grand Prix, awarded on July 7 2026, recognises the campaign as the most outstanding B2B creative work worldwide. According to the agency’s release, the initiative has already amassed more than 800 million impressions, dramatically expanding awareness of Minesto’s Dragon technology across global markets.
The campaign’s narrative frames tidal power as a form of “moon energy,” leveraging the gravitational pull that drives ocean currents to produce predictable, renewable electricity. By positioning the Minesto Dragon as a lightweight, high‑output tidal kite, the story underscores how a small nation like the Faroe Islands can lead the transition to a carbon‑neutral grid. The messaging ties the technology directly to the broader sustainability agenda, highlighting tidal energy’s role in diversifying the renewable mix.
SKF, the bearing‑manufacturing giant that helped originate the concept, partnered with creative shop Nord DDB to develop the idea. The execution involved close collaboration with Minesto and Faroese utility Sev, blending a bold visual narrative with the practical challenges of deploying offshore energy systems. The partnership demonstrates how industrial firms are increasingly turning to advertising campaign agencies to translate complex engineering solutions into compelling B2B narratives.
In addition to the Grand Prix, the campaign secured a Gold Lion in marketing platforms, reinforcing its status as a benchmark for B2B communication. Cannes Lions, often described as the “Oscars of advertising,” receives over 20 000 entries each year, with fewer than one percent achieving Grand Prix status. The accolade not only validates the creative approach but also amplifies Minesto’s profile among potential investors, utility partners, and policy makers.
Dr Martin Edlund, Minesto’s chief executive, likened the award to an Oscar win for the company’s flagship Dragon technology. “Having a communications campaign based on Minesto’s unique tidal energy technology awarded as the best in the world is of significant value as we continue to expand commercial dialogues and position our renewable power plants in the minds of global leaders driving the energy transition. The success is comparable to our Dragon winning an Oscar for Best Actor,” he said.
Cecilia Sernhage, Minesto’s chief communications officer, highlighted the operational hurdles the team overcame. “Minesto played a critical role in the execution of the campaign, including integrating film production into live offshore operations and providing technical drawings for visualisation. Combining real offshore operations with storytelling at this level is extremely demanding. The way our team executed this together with SKF and partners clearly contributes to the world‑class recognition,” she explained.
Since its launch in 2025, the Faroe Islands Space Program has generated over 800 million impressions and attracted more than 1 400 earned‑media placements, including coverage by:
- BBC
- CNBC
- The Economist
Such reach is unusual for a niche renewable‑energy technology, indicating that the campaign’s blend of scientific intrigue and visual storytelling resonated far beyond traditional industry circles.
Industry observers note that the award arrives at a moment when B2B marketers are under pressure to produce content that is both technically accurate and emotionally engaging. “Building a completely new industry requires building awareness and recognition. This project achieves both,” Edlund added, underscoring the strategic importance of narrative in emerging clean‑tech sectors.
The campaign’s success also reflects a broader shift toward experiential and immersive advertising in the B2B arena. By framing tidal power as a space‑race‑style mission, the initiative taps into cultural touchstones that make complex engineering concepts more accessible to decision‑makers and the public alike. This approach could serve as a template for other renewable‑energy firms seeking to break through the clutter of traditional trade‑publication advertising.
Minesto’s Dragon technology, a tethered underwater kite that converts kinetic energy from ocean currents into electricity, remains one of the few commercially viable tidal solutions on the market. The Cannes Lions win may accelerate its adoption, as utilities and governments worldwide look for predictable, low‑impact renewable sources to meet increasingly stringent decarbonisation targets.
The Faroe Islands Space Program’s dedicated website, hosted under SKF’s “Fighting Friction” initiative, provides additional background on the concept and its technical underpinnings. Minesto’s own site (minesto.com) offers deeper insight into the company’s broader portfolio, while the Cannes Lions archive lists the full set of award‑winning entries for reference.
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