True Leadership
Evonik
How do you package the benefits of specialty chemicals into a creative advertising campaign? Ideally, you don’t. Instead, you shift the focus to what truly sets the company apart beyond its product portfolio: its strong and modern leadership mindset.
To positively charge the new brand promise "Leading Beyond Chemistry," a global image campaign was developed. In striking visuals, it humorously contrasts questionable leaders of the past with modern, forward-thinking ones. Vikings, kings and queens, emperors, noblemen, and braggarts represent a bygone era in which aggression, egocentrism, and arrogance were the norm.
Evonik aims to take a clear stand against this outdated model of leadership – advocating instead for a creative, inspiring, and participatory culture that, at its best, leads to products that improve lives around the world.
| Production | Fox Devil Films |
| Direction | Michael Fueter |
| Photographer | Andreas Franke |
At the heart of the international, social-first campaign is a 90-second film available in German, English, and ten additional languages, targeting audiences across the European, Asian, and American markets. In addition to the full-length film, the campaign includes multiple short versions, a making-of, 16 still-image motifs, social media assets with a focus on LinkedIn, a dedicated landing page, and a comprehensive content marketing concept. A key role is played by the modern leaders featured in the campaign — all of whom are actual Evonik employees. Alongside LinkedIn, the campaign will run on Facebook, Instagram, Twitter, and YouTube.
It will be activated in the USA, China, Singapore, Thailand, Vietnam, Malaysia, and the DACH region.
