MELBOURNE, AUSTRALIA — ACCIONA, a leader in renewable energy and sustainable infrastructure, has teamed up with DDB Group Melbourne to launch Turbine Made, an initiative that reimagines the future of retired wind turbine blades. This pioneering effort is set to redefine sustainability by repurposing decommissioned blades into innovative, eco-friendly materials and products.
While wind power remains one of the most sustainable energy sources, the industry faces a challenge: wind turbine blades have a limited lifespan of 25-30 years. While 94% of a wind farm’s components can be recycled, the disposal of blades remains a technological hurdle. ACCIONA is tackling this challenge head-on, giving old turbine blades a new purpose beyond the wind farm.
For the launch of the initiative, ACCIONA has broken down a decommissioned blade from its Waubra Wind Farm in Victoria into a versatile particulate that can serve as a raw material for sustainable product manufacturing. Like the turbines themselves, the products will help power a more sustainable Australia and could include applications such as protective gear for firefighters, highway crossings for endangered koalas, concrete for sustainable buildings and equipment for playgrounds.
The Turbine Made launch has been supported with an integrated campaign, including online film, social, PR, press and out-of-home.
DDB Group Melbourne, Executive Creative Director, Giles Watson, said: “Turbine Made is about reimagining what’s possible. In doing so, we’re not just giving turbine blades a second life–but also inspiring industries to see that waste doesn’t have to be the end of the story, it can be the start of something remarkable.”
ACCIONA General Manager Brand & Marketing, Caroline Pinter, said: “Turbine Made demonstrates our commitment to sustainable innovation. We are working to transform one of the industry’s most complex environmental challenges into a solution that enables the development of new, forward-thinking products. By collaborating with DDB Melbourne, we have been able to effectively communicate the opportunities of this initiative. We’re excited to see how this material could be used and look forward to working with our partners to bring these ideas to life.”
With the first Turbine Made prototype set to launch in early March, ACCIONA is inviting businesses, researchers, and students to explore potential applications for this revolutionary material.
Interested partners can learn more or register their interest at acciona.com.au/turbine-made.
CREDITS
Client: ACCIONA Energía
General Manager Brand & Marketing: Caroline Pinter
Brand & Digital Lead: Hien Pham
Marketing Specialist: Clare Conway
Agency: DDB Group Melbourne
Chief Creative Officer: Psembi Kinstan
Executive Creative Director: Giles Watson
Group Creative Partner: James Cowie
Senior Art Director: Charlie Brookes
Senior Copywriter: Carly Dallwitz
Art Director: Pip Dolman
Copywriter: Gid Goldberg
Head of Craft: Adam Hengstberger
Head of Content Production: Sonia McLaverty
Studio Manager: Aaron Wickers
General Manager: Khia Croy
Account Director: Alasdair Kay
Account Manager: Jess Headon
Chief Strategy Officer: Matt Pearce
Senior Planner: Connie Watters
PR: Mango Communications
General Manager: Alex Lefley
Account Director: Liana Bignall
Account Manager: Ruby Loosli
Account Coordinator: Aimee Burn
Company: Collider Studios
Animation direction:
Andrew van der Westhuyzen
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Head of Studio: Hoss Ghonouie
Original Music Composition: Burkhard Dallwitz
Sound Studio: Bang Bang
Director: Polly McGregor
Executive Producer: Holli Dee
Sound Designer: Tristan Dewey
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