Astronaut Karen Nyberg Shares Her Life-Altering Experience in Polestar Campaign

Polestar releases its new global brand campaign, portraying an astronaut’s life-altering experience of looking back at Earth from space. This becomes the narrative, highlighting the brand’s commitment to sustainable design and innovation, as it asks the ultimate question: Can we preserve Earth while still enjoying the thrill of being human?   

“We are standing at a tipping point where climate change is no longer a theory. Transport is one of the biggest polluting sectors, but that can change. We are convinced that the thrill of driving, the beauty of good design and technological innovation does not have to come at the expense of our planet. With this campaign we recognise that we are part of the problem, but also that we have the power to turn things around. We believe that sustainability is the new premium and work relentlessly to minimise the negative environmental impact of our cars, as we design towards zero,” says Åsa Borg, head of marketing at Polestar.   

The standout campaign film features Dr Karen Nyberg, a former US astronaut with two space missions and a total of 180 days in space to her name. In 2013, Nyberg spent close to six months on the International Space Station (ISS) as flight engineer. The film draws on Nyberg’s experience that allowed her to reflect on the way we live, the innovations and progress mankind has made, but also on the damage some of those advancements have had on our home. These fundamental questions arose as Nyberg experienced a phenomenon known as ‘the overview effect’, while observing Earth from above.   

“When you look down on Earth you realise how fragile it is. It’s hanging there in the blackness of space with nothing around it. And it’s our home, our only home, and we really need to protect it. For me, another aspect of the overview effect is that all humans are connected, that we have more in common than we think,” says Karen Nyberg. 

Polestar believes in being part of the solution, that progress should not come at the expense of the environment, and that good design drives sustainable innovation. 

The 360-degree brand campaign launches on 22 October and will run across key markets globally during the coming months, both in traditional and social media channels. 

The campaign has been created in close collaboration between the creative team at Polestar and global creative collective Forsman & Bodenfors. The campaign film was shot in Sweden, on the island of Gotland and in Stockholm. For the creatives behind the idea, Karen Nyberg’s personal story was a big inspiration. 

“We were very drawn to the ‘Overview Effect’ and how this phenomenon changed Karen's outlook on life. We wanted to capture the empathy she developed for our planet but also how technology can help us embrace life, both today and in the future. Her story became the lead act in the film and gave us the unique angle we needed to reflect a brand like Polestar,” comments Hampus Elfström, creative at Forsman & Bodenfors in Gothenburg, Sweden. 

With F&B Sweden as the global lead office, the partnership with Polestar involves the agency’s New York, Shanghai, Toronto and Montreal offices to further develop and activate the campaign across regions.