Metals and minerals play a crucial role in everyday life. And now they will play an even bigger role - in the transition to a sustainable society. Without metals, there will be no batteries that can store energy, no solar cells or wind turbines. With our ads, we want to show and remind you how important metals and minerals are to us. We also want to spread knowledge about how we in Sweden develop the world's most climate-smart mining industry, which the whole world can benefit from.

The stickers you see everywhere in the campaign show designations from the periodic table. You probably recognize many of them. Since mines in many ways represent cutting edge science and innovation, we believe that the periodic table is a great way to symbolize the metals and minerals in our everyday lives.