Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


BtoB's Best - Nontraditional: DuPont

Published on .

DuPont Agency: Ogilvy- Entertainment, New York Campaign: Horizons Project Launch date: June 2011 Creative credits: Worldwide manager director: Sandeep Vasudevan; OgilvyEntertainment president: Doug Scott; executive director: Andrew Fair; associate director: Abby Marks; creative director: Otto Bell; associate content manager: Nicole Severi; coordinator: Kaila Roti Why we liked it: DuPont's Horizons Project uses various thought leadership pieces to explain pressing global issues—like keeping up with the food and energy consumption of 7 billion people—and seamlessly links DuPont's brand to some of the most innovative solutions. The project includes: a 20-episode broadcast series based on a concept by OgilvyEntertainment and developed by BBC World News; 12 two-minute documentary-style commercials; global events; and a microsite and social media component. As part of the campaign, award-winning documentary filmmakers set out to capture the human side of these challenges, and the results are a glimpse into how science can change peoples' lives for the better. One moving documentary-style commercial illustrates how DuPont helped a family of eight in the state of Campeche, Mexico, build a new home. The company's role in such stories is explained with a light touch; we learn, for instance, how DuPont materials help insulate the walls, but the information is woven tastefully into the vignette. Viewers walk away rooting for the family—and for DuPont.
Most Popular
In this article: