Cara Delevingne takes the plunge with industrial waste face mist

Hm, seriously? Well, apparently fossil-free hydrogen is being explored as a viable alternative to carbon dioxide (CO2) -producing fuels because it emits water instead of CO2. Swedish state-owned company Vattenfall (waterfall) says it is "determined to enable fossil-free living within one generation", and is focusing on electric driving, and fossil-free steel and plastic. To help drive home the point about how clean emissions are in the fossil-free hydrogen landscape, Vattenfall enlisted English model Cara Develingne in this campaign. "We’re not getting into the beauty industry," says the company website. "But we are in the business of producing fossil free hydrogen. A fuel that emits water instead of carbon dioxide. To prove how clean those emissions are, we’ve teamed up with model and climate advocate Cara Delevingne to showcase a limited-edition face mist. We call it Industrial Emissions Face Mist. It’s a 50ml bottle of systemic change, refreshing everyone’s view on emissions." With climate change a contentious issue, there are bound to be criticisms of the new fuel's potential, with some pointing to its explosive quality and the possible safety connotations. Other argue caution over the scaling-up potential. Delevingne herself says she's learned a lot about the potential benefits and how fossil-free hydrogen could transform entire industries while working with Vattenfall. "I’m thrilled to be part of this project and raise awareness about an initiative that demonstrates the huge potential of fossil free hydrogen in replacing fossil fuels," says the 30-year-old. "If it takes applying the emissions on my face to spread this message, I am willing to do it." What do you think of the ad?

Keywords: Cara Develingne and Vattenfall, climate activism, industrial waste facial mist, fossil free fuels, fossil free hydrogen, NORD DDB