DuPont Wants to 'Invent a Better N:ow' with Groundbreaking Campaign

DuPont is launching an integrated marketing campaign, 'Invent a Better N:ow,' aimed at reintroducing the nearly 217-year old brand as the source of essential innovations that transform industries and everyday life and highlighting products that make up the company’s new portfolio.

A key component of the multichannel campaign is a groundbreaking, first of its kind digital film, which seamlessly integrates dynamic video and live stream featuring the many ways DuPont materials are a part of our lives and asks. Why wait for a better future when “now” is the most important moment?

“The power of essential innovation is that it delivers today, improving people’s lives around the world,” said Barbara Pandos, chief communications officer for DuPont. “Across DuPont, we are creating first impressions about our new company every day — from materials for battery packs in electric vehicles, to DuPont HOWARU probiotics for strong gut health, from DuPont Tyvek medical packaging to DuPont Nomex flame-resistant fiber for protecting firefighters. The launch of ‘Invent a Better N:ow’ is a reminder that our innovations are everywhere around us, right now, and powerfully celebrates the materials that make a meaningful difference for our customers and in the industries we serve.” 

The creative campaign is designed around a series of digital advertising and online content that pushes the concept of “now” to a new level through its focus on real-time, in-ad dynamic video within a live stream - a first-ever for any campaign.

Here’s how it works:

-    Subtle changes in the scenes and the music reflect the time you are watching the film

-    The earth position matches your location; the film recognises your viewing device and serves a custom, dynamic scene

-    All clocks throughout the film sync to your local time; the newspaper in the 90 second film reflects current headlines which update dynamically

-    For 24 hours on June 17, the film will include live footage of a 3D-printed prosthetic hand being built in real time for a child in need, using DuPont technology and products

“The new DuPont has innovation and energy at its core, and this really drove our creative approach. With our director, John Hillcoat, and the dynamic video integrations made possible by Imposium, our story became more than just a stunning film with the urgency of time as its narrative thread,” said Genevieve Hoey, group executive creative director at R/GA. “The creative message is clear. DuPont isn’t sitting back and waiting to make a positive impact on the world, they’re doing it right now.”

These dynamic elements create an unprecedented 69K permutations of the film that highlight the essential innovations DuPont is working on right now.

DuPont produced the campaign with R/GA, an agency based in New York with proven ability to drive transformation. The relationship covers strategy, experience design, creative, media planning and buying for all paid and owned mediums across internal and external communications.