The Challenge

Polestar was establishing a distinctive position in the automotive market around electric performance, design, technology, and sustainability. The question was how to connect those ideas to a person whose experience made them credible rather than aspirational — and to do it when the world was paying attention to climate.

 

What We Did

The Hipsetter Group identified the genuine overlap between Polestar's positioning and Dr. Karen Nyberg's experience: an engineer who has seen the planet from orbit and works as an artist on Earth.

We worked with Polestar and their agency to refine her role, negotiated the partnership, and managed the relationship and talent requirements throughout.

 

Execution

Nyberg starred in and narrated Polestar's global “100% Electric” television campaign for the Polestar 2, created with agency Forsman & Bodenfors under the theme “Minimal” and the tagline Maximal Experience, Minimal Impact. The 360-degree campaign launched in October 2021 across traditional and social channels worldwide, including the US, timed to the COP26 climate summit, and ran for three years.

 

Impact

A global audience heard an astronaut's perspective on the planet at the height of international attention on climate — connecting Polestar's sustainability position to someone who has seen the Earth from above.