BtoB

BtoB's Best - Nontraditional: DuPont

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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.
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