BASF | We Create Chemistry | Global

The BASF campaign runs across six print designs and a television commercial titled 'We create chemistry’. The campaign will kick-off in Asia with a primary focus on China. The creative work will also be localised for different markets.

'Love and harmony’ is BASF's new theme. The campaign connects complementary and contradicting topics together to tell how the company can help to better lives. W&K has embedded heart shapes in different print designs, which illustrates BASF 'reconciles opposites through chemistry’.

The full corporate campaign is separate to the BASF website. People can find out more about each sub-project from the mini-site. Different themes include: Kids love chemistry, Ecology loves economy, Noses love fresh paint, Sticky loves wet and Africa’s water loves treatment. All these explore the latest social and human issues that BASF focuses on.

Universal McCann is handling the media business after BASF appoints it in August 2008.




Credits:
Project We Create Chemistry
Client BASF
Creative agency Wieden & Kennedy
Media agency Universal McCann
Production company Stink
Director Stylewar
Photographers Dan Tobin Smith (Visual Artists), Olaf Blecker (Bransch)
Set designer Rachel Thomas
Illustrator Kam Tang (Big Active)
Exposure Television, print, online