BASF: Creating chemistry between a complex B2B and end consumers

BASF, a chemical company, launched its campaign website, We Love EVs, that allowed people to connect emotionally with the shared love of electric vehicles through a series of films that told stories of peoples' passion for them.

One of the most dangerous things in strategy is a well-constructed agency creative brief which you know in your heart won't lead to inspiring work, despite being completely correct.

You have to find subtle ways to shift the levers; to create a path that can lead to a creative campaign which people will enjoy, remember and share.

It's tough when that brief is for a B2B business communicating with end-consumers, offering precious few 'brand laurels' to rest on, or even build on.

It's harder still when you're trying to deliver a complex, scientific message about the detailed intricacies of carbon...

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