Advertising · Chemical industry
Advertising campaign for a sustainable chemical industry brand.
Challenge
PENN Specialty Chemicals, an American industrial chemistry company, had a CEO with a clear vision: to transform a traditional, technical B2B company unknown to the general public into an accessible, human, memorable brand, without losing technical credibility. Their product, a solvent derived from renewable resources, needed a campaign that explained its benefits in plain terms, not just to engineers.
Solution
We defined the brand's new image around an “all-in green” attitude, rethinking how the company communicated. We simplified the message, created a new, more human tone of voice, and a visual style unique to the campaign, built on the contrast between the polluting industrial past and the product's sustainable future, with direct, memorable messaging.
Result
The campaign transformed a niche technical product into a brand with a clear positioning, backed by industry recognition, including a nomination for the Presidential Green Chemistry Award (Washington DC) and the CPhI Innovation Award (Paris).
