The World’s First Solar Aluminium

EGA with Hill+Knowlton Strategies and LMTD

In early 2021, Emirates Global Aluminium became the first company in the world to produce aluminium using the power of the sun, creating a new product called ‘CelestiAL’, in partnership with DEWA. While aluminium plays an important role in the development of a more sustainable society as part of everything from electric cars to solar panels, production of aluminium is energy-intensive. Decarbonisation is a central challenge for the aluminium industry over the decades ahead.

After conducting research into how to best make CelestiAL relatable to audiences globally, EGA, H+K Strategies and LMTD launched an integrated campaign spanning social media and traditional channels that placed the UAE at the centre of the story, aligning with the nation’s vision for sustainable development and climate change mitigation.