B R I E F
Create a concept that demonstrates the full potential of fossil-free steel — not only as an industrial breakthrough, but as a material capable of shaping culture and emotion.
P R O B L E M
Fossil-free steel is a major innovation, yet its story remains confined to factories and sustainability reports. The challenge was to make its impact visible, relatable, and human.
I N S I G H T
The core qualities of steel — strength, endurance, and resilience — mirror those found in people who constantly push beyond their limits. By connecting material and mindset, innovation gains meaning.
S O L U T I O N
Minds of Steel — a campaign that unites the strongest material with the strongest minds.
Centred around the world’s first fossil-free wheelchair, crafted from HYBRIT steel and presented with Paralympian Ryley Batt ahead of the 2028 Games,
the concept brings the promise of fossil-free steel to life in the paralympics.
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MINDS OF STEEL
True strength isn’t just built in factories, it’s forged in people.
In every push forward, in every moment of resilience, there’s a reflection of what fossil-free steel stands for: unbreakable, enduring, and full of purpose.
Minds of Steel unites human determination with technological progress. Bringing together the world’s strongest material and the world’s strongest minds.
Through the creation of the first fossil-free wheelchair, we show that innovation can be both powerful and profoundly human.
This is not just about what we make.
It’s about what we’re made of.