BASF - We Create Chemistry
The campaign uniquely portrayed the harmony of opposites by embedding heart shapes in various designs, symbolizing how BASF's innovations bring together complementary and contradictory topics to enhance lives.
A standout feature of the campaign was its focus on global trends such as energy efficiency and mobility, using creative visuals to depict how BASF's products and technologies bridge gaps between opposing concepts.
The campaign targeted decision-makers in business and society, aiming to increase awareness of BASF's contributions to solving global issues through chemistry.
TARGET AUDIENCE
About the
Campaign -
The campaign uniquely portrayed the harmony of opposites by embedding heart shapes in various designs, symbolizing how BASF's innovations bring together complementary and contradictory topics to enhance lives.
Core Theme of the Campaign -
1. Global Reach: The campaign was BASF's first unified global marketing effort, running across print, television, and online media in Europe, North and South America, and Asia Pacific.
2. Creative Imagery: Advertisements featured motifs like a house made of banknotes in a winter landscape, captioned "Warm houses love energy bills," to illustrate how BASF's insulation materials reduce energy costs.
3. Collaborative Development: The campaign was developed by BASF's Corporate Brand Communications team in collaboration with the advertising agency Wieden+Kennedy in Amsterdam.
4. Consistent Messaging: By using a uniform campaign idea globally, BASF aimed to sharpen its brand profile and increase the efficiency of its market communications.
5. Focus on Sustainability: The campaign addressed global trends and challenges, such as energy efficiency and sustainable mobility, showcasing BASF's commitment to providing chemical solutions for a sustainable future.
6. Engaging Visuals: Heart shapes were subtly integrated into various print designs, symbolizing BASF's ability to reconcile opposites through chemistry, thereby enhancing everyday life.
7. Dedicated Microsite: A special website was created to provide detailed explanations of the campaign's motifs, allowing audiences to explore BASF's innovative solutions to societal and environmental challenges.
8. Integration Across Platforms: The campaign's theme was extended beyond advertisements to other areas of brand communication, including employer branding and customer communication, ensuring a cohesive brand message.