This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
Weyerhaeuser needed to reinvent its image. The campaign's challenge: Update the vitality of the Weyerhaeuser brand by taking credit for the company's many cutting-edge ideas and products. The campaign significantly increased traffic to the Web site versus the prior year and at a significantly increased click-through rate. At the site, visitors got a fascinating tour of all of Weyerhaeuser's innovations and left them with a more positive opinion of the company.
Client: Weyerhaeuser Co.
Agency: Dailey & Associates
The Human Element
At best, the work of The Dow Chemical Company was faceless. At worst, it was perceived to be everything detrimental to life on Earth. Hence the campaign's challenge: reframe Dow, fundamentally changing the way opinion leaders view the chemical company. By embodying the company's vision to address some of the most pressing economic, social and environmental concerns facing the global community, the Human Element campaign touched the target's hearts and minds and caused them to dramatically reevaluate how they view The Dow Chemical Company.
Brand: The Dow Chemical Company
Client: The Dow Chemical Company
Agency: Draftfcb Chicago
Welcome To The Human Network
In recent years the Internet has entered a new chapter, sometimes called Web 2.0. This change has had profound implications for Cisco. The company's extraordinary success in the late nineties with the first chapter of the Internet had made it synonymous with Internet hardware. Though Cisco was helping lead the next wave of the Internet revolution, the brand was not receiving credit for its role. The challenge in 2006 was clear: How to reposition Cisco's brand to help it catch up with the rapidly increasing footprint of Cisco's business?
Client: Cisco Systems
Agency: Ogilvy & Mather