Solvay Makes Essential Chemistry Extraordinary in Bold Campaign

Since 1863, Solvay has harnessed the power of chemistry to deliver innovative and sustainable solutions that address the planet's most essential needs. The company helps to shape a better world through air purification, water and food preservation, health and wellness protection, eco-friendly textile production, and enhanced tire durability.
In partnership with VML France, Solvay is launching a new B2B campaign aimed at breaking the ‘boring’ perception of chemistry and showcasing its essential role in everyday life.

The campaign, which launched in February, includes a hero film which uses humour to highlight essential chemistry in the everyday moments of our lives, and the impact it can have. The 73-second spot highlights the difference between the moments of essential chemistry that we might encounter every day, and how it’s anything but boring.

The multi-channel campaign will run in the USA, France and Belgium. It features a hero film, with shorter cuts that will run across social. The campaign also features print ads tailored to Solvay’s different target audiences; clients, employees, investors and the general public, which will run across digital out-of-home, strategically placed in airports and train stations.

"With this campaign, we wanted to demonstrate that essential chemistry is not only indispensable, it is also fascinating, funny, unexpected, and full of promise. By adopting a bold tone, a step-change from communications usually seen within the industry, we are breaking free from convention and showcasing Solvay's chemical innovation and its tangible impact on everyone's daily life," said Anne-Solenne Chapuis, head of communications at Solvay.

"Our goal was clear: transform the perception of a sector often viewed as technical and dull into an engaging brand experience. Working with Solvay, we've created a connected campaign that uses humour to stand out —a significant departure from industry standards," said Virgile Brodziak, managing director of VML France.