Launch film for the world's first carbon capture cement.

Not everyone may know that the cement industry accounts for a large share of global carbon emissions. In total, between 5 and 7 percent of all CO2 emissions come from cement production.

Heidelberg Materials is Norway's largest supplier of cement, accounting for nearly 80 percent of all cement in the Norwegian market. Globally, the company is the world's fourth largest producer of cement and ready-mix concrete, and the world's largest producer of aggregates (crushed stone and gravel).

An important promise to his daughter!

When Per Brevik, then director of sustainability at Heidelberg Materials, and some colleagues presented the idea of building a carbon capture facility at their cement plant in Brevik almost 15 years ago, few took them entirely seriously. The cement industry releases enormous amounts of CO2, and in the long run it is not possible to simply sweep the problem under the carpet. The industry must take responsibility for its own sector, and the prospect of tackling engineering challenges that had never been solved before was motivating. He wanted to contribute to a better and greener future for coming generations.

• "Many years ago I had a lively argument with my daughter, who felt that the cement industry should more or less be shut down. I then promised her that as long as I work in cement, I will do my part to ensure we are at the absolute forefront of technological development and CO2 reduction," Per says with passion.
  

• "We were possibly a little crazy when we started. Neighbours, authorities, universities and research institutions perhaps thought we were a bit too optimistic and naive in the beginning," Per Brevik continues.
  

Together with Aker Carbon Capture, the carbon capture facility in Brevik is becoming a reality, and production of the world's first carbon capture cement is set to begin towards the end of 2025.

• "We wanted to mark an important milestone and prepare the market for the product we are launching – and we are proud to unveil it!" says Emma Sjöberg, communications director for Northern Europe.

• "Inspired by Per's story, we wanted to launch this not just as a press release or a technical information film, but in a way that connects with the deeper values and motivations behind it. We therefore reached out to Sølvrev, who had previously made a rebranding film for us, to create a film that presents the new cement, communicates emotionally, and is tailored to a Nordic audience." The film was launched in Swedish, Norwegian and English.