Photos: Ray Ally
Most corporate advertising is bland and boring, so I hardly ever look at the pictures yet alone read the copy. However the new ads from BASF made me stop, look and read.
They appeared last week in China Daily, as part of BASF’s first ever unified global campaign. Based on the idea of ‘love and harmony’ and the concept that BASF ‘creates chemistry’. It is aimed at establishing a more human and environmental image for the company, which has been in China since 1885.
The chemical industry in China gets a lot of bad press and has negative associations with the general public. However BASF, as a world leader, has one of the strongest reputations in the industry and a positive public image despite being a B2B brand.
The campaign was created by BASF’s Corporate Brand Communications and Wieden+Kennedy in Amsterdam. The concept is applied to print, TV and online adverting and there is even a microsite, where you can view all the ads.
What makes these ads stand out is the strikingly unusual imagery. A far cry from the usual generic photos of office buildings, factories, scientists and executives in suits shaking hands. Secondly the headlines are short, simply and catchy like “Noses love fresh paint” and “Ecology loves economy”.
Unfortunately the ads wont change perceptions of the chemical industry in China as a whole. However, they will help raise the profile of the brand and highlights BASF’s commitment to environmental issues.
I predict more companies will pursue ecological themes for their corporate adverting. Especially as green issues are fast becomming more mainstream topics. However, companies need to ensure that their ads are credible and relevant, otherwise they may be accused of ‘green washing’.
When I was at school I hated maths and sciences, which is probably why I became a designer. But these ads create a positive vibe and for once, make me like chemistry.