Background
While companies are improving how goods are made, how they’re moved hasn’t changed in 70 years. Road freight still runs on diesel, even though transport accounts for 8% of global CO₂ emissions. Almost everything you see arrived by truck. Einride is reinventing road freight with electric and autonomous trucks, charging infrastructure and AI powered software to move goods faster, cleaner, and more efficiently. Together with Carlsberg in Sweden, we helped spotlight their shift to an electric truck fleet–and inspire other brands to follow.
Creative Idea
We launched Electric Beer–a limited-edition cold one, transported 100% electric. By scanning the QR code on the can, people unlocked the full transportation journey and the technology behind it, making the benefits of electric transport visible and easy to understand. Each can became an educational tool, revealing how routes, charging, and emissions are optimized–proving a better option is already here. Did we just create the best-transported beer in the world? Probably.
Strategy
Einride’s integrated platform–combining electric and autonomous trucks, software, and charging infrastructure–is complex but essential to transforming the industry. We needed a simple, tangible way to demonstrate their value. So we put a complex system on tap–and served it ice cold. Partnering with Carlsberg in Sweden, one of Einride's clients, we created a PR-driven activation that benefited both brands, inspired others to adopt electric transport, and clearly communicated Einride’s offering as well as Carlsberg's journey to a more sustainable way of transporting goods.
SDG Goal 9 (9.4)
This initiative directly supports United Nations Sustainable Development Goal 9 by demonstrating how innovation and digitalization can modernize critical transport infrastructure. In particular, it advances Target 9.4 by showcasing a real, scalable transition to cleaner, more resource-efficient freight services. By replacing diesel road transport with electric trucks powered by an intelligent transport platform. The project reduces CO₂ emissions, optimizes routes and energy use, and proves that low-emission logistics can already operate at commercial scale. Through the Electric Beer activation, complex clean-tech infrastructure was made tangible and understandable, accelerating industry adoption and unlocking growth that leaves less behind - exactly the shift SDG 9.4 calls for.
Arbetsgrupp
- Creative Director
Rasmus Keger, Einride AB - Editor
Robin Lidbom, Einride AB - Design Lead
Rui Eduardo, Einride AB - Senior Graphic Designer
István Vasil, Einride AB - Motion Designer
Saúl Yance, Einride AB - 3D and Visualization Artist
Albin Lindetorp, Einride AB - CGI & Unreal Engine Artist
Dimi Kyryliuk, Einride AB - CAD Sculptor
Maxime Legat, Einride AB - Design technologist
Mattias Hemmingsson, Einride AB - Managing Director
Nick Martin, Einride AB - Advisor
Tony Högqvist, Einride AB - Head of Comms
Katarina Hedström, Einride AB - Founder & Boardmember, Einride
Linnéa kornehed falck, Einride AB - Director of Corporate Affairs
Casper Danielsson, Carslberg Sverige AB - Sustainability Manager
Anna Anderberg, Carslberg Sverige AB - CEO at Most Studios
Tor Nettelbladt, Most Studios AB - Full Stack Engineer & Creative Developer
Hazem Al Khodary, Most Studios AB - Creative Director
Sanna Landaboure Lengholm, Consultant - Head of Design
Dawid Dawod, Consultant - Music Producer
Gideon Casselbrant, Consultant - Chief of staff
Maja Ohlsson, Consultant - Copywriter / Creative
Sarah Turner, Consultant - Creative
Sam Salehian, Consultant - Director of UX writing
Sarah Long, Consultant - Editor
Anton Nicolau Norén, Consultant - Design manger, Surfacing and Visualisation
Felix Antoine, Consultant
