Giving the whole world reasons to be optimistic
Building trust for the world’s biggest chemical company by creating emotionally engaging communications that highlight the incredible innovations and solutions they’re creating.
We identified that, to create a stronger emotional link, BASF should focus on elevating the human characteristic that lay behind its purpose - optimism. It is an inspiring truth that scientists and engineers are innately optimistic; they come to work every day because they sincerely believe they can solve the problems our planet faces. This optimism drove their functional excellence for a reason; the future is not what you dream, it’s what you create.
To bring the “Optimist” platform to life, we have partnered with BASF at many levels from global strategy re-launches to perception-changing showcases.
BASF is a partner to many problem-solvers when it comes to creating a sustainable future for the planet. Having been behind many of the biggest advances in meeting our growing populations over the last 100 years, now they need as much goodwill as possible while tackling three challenges on a massive scale.
- Food and Nutrition, especially the pressure on food production
- Quality of Life, especially the pressure on cities
- Resources and Environment, especially the pressure on energy
With hundreds of projects in development by over 120,000 staff and each project with its own concept and technical language, BASF needed external help to find the voice that would befit their stature, give them differentiation, and inspire their own employees.
November 2018 saw CEO Dr Brudermueller take to the stage in front of a global audience and articulate the updated vision of BASF, accompanied by a new visual corporate identity and inspirational films, all created by Leagas Delaney.
In the same month, perception-change communications went live for the science and tech communities, as we pioneered new global partnerships between BASF incubators, Mashable, and artists like The Robin Collective.
Momentum is gathering, as we go live with three global storytelling projects that set BASF’s vision for electric cars, future cities and future food production. These all lead to the digital ecosystem we’ve designed to immerse the audience in reasons to be optimistic about the future.