DDB Group Melbourne has teamed up with ACCIONA to launch a groundbreaking campaign promoting the Turbine Made initiative, a bold step towards sustainable innovation. The campaign is designed to tackle one of the wind energy sector’s biggest challenges—finding viable solutions to repurpose decommissioned wind turbine blades. By bringing together industry leaders, sustainability advocates, and potential collaborators, the initiative aims to unlock creative ways to give these materials a second life.
While wind energy is a clean and renewable power source, the disposal of turbine blades presents a pressing environmental challenge. With a lifespan of 25 to 30 years, these massive structures are notoriously difficult to recycle due to their composite material makeup. Despite wind farms being 94% recyclable, the blades themselves remain a significant hurdle. Turbine Made seeks to change that by exploring innovative ways to repurpose these retired components into functional, everyday products, driving a more circular and sustainable future.
To kick off the Turbine Made initiative, ACCIONA has repurposed a decommissioned wind turbine blade from its Waubra Wind Farm in Victoria, transforming it into a versatile particulate that can serve as a sustainable raw material for manufacturing. By breaking down the blade into reusable components, ACCIONA is pioneering a circular approach to wind energy infrastructure, ensuring that even retired turbines continue to contribute to a greener future for Australia.
The repurposed material holds vast potential for various innovative applications, from enhancing public safety to supporting wildlife conservation. Future uses may include protective gear for firefighters, koala-friendly highway crossings, eco-friendly concrete for sustainable construction, and durable playground equipment, all showcasing how renewable energy components can find new life in essential, everyday solutions.
Detailing about it, Giles Watson, DDB Group Melbourne, Executive Creative Director, 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.”
“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.” added Caroline Pinter, ACCIONA General Manager Brand & Marketing.
The ‘Turbine Made’ launch has been supported with an integrated campaign, including online film, social, PR, press, and out-of-home.
To bring the Turbine Made initiative to fruition, ACCIONA partnered with DDB Melbourne following a competitive pitch process. The agency played a key role in conceiving and developing the initiative’s core idea, crafting its brand identity, and shaping a comprehensive marketing and PR strategy. More than just a campaign, Turbine Made is a call to action—designed to engage industry leaders, sustainability advocates, and potential collaborators in exploring innovative ways to repurpose wind turbine materials. By fostering partnerships and inspiring creative applications, the initiative aims to set a new standard for circular sustainability in the renewable energy sector.
The Turbine Made initiative is already in motion, with the first prototype set to debut in early March. As the project gains momentum, ACCIONA is actively seeking collaborations with industries, businesses, researchers, and students to explore innovative applications for repurposed turbine materials. By expanding partnerships, the initiative aims to drive sustainable innovation and unlock new possibilities for circular design in renewable energy.
- 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
