PRODUCTS WITH PURPOSE
The situation: The nutritional product market is a sea of sameness. DSM—a global partner and supplier of ingredients for human nutrition and health companies—needed a way to differentiate themselves from a host of competitors with many of the same offerings.
The insight: When you can’t differentiate based on product, you can do it through your vision and values. We created a campaign that sought to build relationships with customers based on something far more powerful than the products DSM sells: their viewpoint on how those products impact the world at large.
The solution: The “Products with Purpose” campaign paid off that vision and value story. We created a campaign that inherently differentiated DSM by going beyond the products they sell, delivering a human benefit story. In doing so, we simultaneously grouped the competition together while creating a promise based on a larger, more important vision. Rather than the “what,” we focused on the “why.”
Ownable visuals: We created visuals that were uplifting and unmistakably DSM, while still allowing for specificity across the multitude of business units in the portfolio. This elevated DSM to a category on its own, far above the typical stock library used by the competition.
The “Products with Purpose” campaign shows how DSM sees the individual impact of every human nutrition and health product in a distinct and engaging way. On one side there is a common health and nutrition product that the competition sees. On the opposite side, we reveal the true purpose of that product and the impact it has on the end user. By drawing attention to purpose, it demonstrates DSM’s unique understanding of the humanity of the end consumer and the real-life benefits that nutritional products may have on the health and well-being of people worldwide.
AWARDS
2021 ADS OF THE WORLD FEATURE - Nov 17
2021 SHORTY AWARDS - Best Graphics
2021 B2 AWARDS - Brand Purpose - Silver
2021 APEX AWARDS - Metabolic - Gold
2021 WEBBY AWARDS - Integrated Campaign Honoree
CREDITS
Illusion CGI Studio
