DuPont: The Horizons Project

OgilvyEntertainment

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: Global
Dates program started/ended: May 2011 – December 2011

Product Description:

Founded in 1802, DuPont is a Fortune 100 global company that puts science to work by creating sustainable solutions essential to a better life for people everywhere. Operating in over 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, protection, home and construction, transportation and apparel.

Advertiser/Client Name: DuPont
Media Channels: TV/Video/Radio, Other, Print

Website: www.horizonsbusiness.com

Strategy

Marketplace challenge:

In 2011, earth's population surpassed seven billion, rendering the challenges facing our world more urgent than ever. DuPont believes collaboration is the key to tackling these challenges; but business and industry leaders – and even DuPont employees – knew little of DuPont's breadth outside of their own silos. In fact, a thorough research platform, implemented by BBC prior to campaign activity, revealed that target audiences – business decision makers and c-suites – did not perceive DuPont as a modern, scientifically progressive thought leader.