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



Campaign by R/GA kicks off with first-of-its kind film integrating seamless dynamic video and live stream

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.


Executive Management
Tiffany Rolfe- EVP, Chief Creative Officer, US
Chris Northam - SVP, ECD Head of Creative
Eric Jannon - SVP, ECD Head of Creative
April Quinn – VP, Group Managing Director

Genevieve Hoey - Group Executive Creative Director
Erin Lynch - VP, Group Executive Creative Director
Ryan O’Keefe - Creative Director, Copywriter
Colin Kim - Creative Director, Visual
Lars Jorgensen- Creative Director, Visual
ChiungHui Chiu - Associate Creative Director, Visual Design
Chris Liu - Sr. Copywriter
Grace Taylor - Sr. Art Director
Sohee Kim - Designer
Tal Cohen - Executive Director Experience Strategy
Gene Lu - Creative Director, Experience Design
Terrence Ma - Senior Experience Designer
Rosemary Douglas - Senior Experience Designer
John Berman - Executive Creative Director
Yolande Botha - Sr. Copywriter
Tea Qiu - Associate Creative Director, Visual Design
Bernise Wong - Designer
Blas Madera - Sr Designer
Todd Beeby - Creative Director, Copywriter
Jason Koxvold - Creative Director, Visual
Tomas Almuna - Associate Creative Director, Copywriter
Cris Costa- Associate Creative Director, Visual

Client Services
Lauren Mandel – Group Account Director
Carmen Cramer – Account Director
Julia Winn – Management Supervisor
MaryAnne Kavjian - Account Supervisor
Dominique Appel – Account Manager

Dennis Claus - Executive Strategy Director
Jia Zheng - Strategy Director
Jeff Jetton - Associate Strategy Director
Content Studio
Denice Heyward - Director, Business Affairs
Erica Jensen - Director Content Production, Tactile
Jon Drawbaugh- Executive Producer Content Studio
Lauren Powzyk - Content Producer
Michelle Jackson - Senior Content Producer
Erin Stella - Associate Content Producer
Matt Monath - Stills, Content Creator
Ricky Rhodes - Stills, Content Creator
Andrea Senise - Motion Design Director
Beatriz Couto - Associate Content Producer

Marketing Sciences
Jackie Martin - Associate Director, Marketing Sciences
Suah Lee - Senior Analyst
Martin Tarrab - Senior Analyst
Martin Carniglia - Director, Marketing Sciences

Tahira McGee- Group Director Media Management
Liz Hart- Group Director Media Operations
Ian Hinton- Associate Media Director
Karl Altenburger- Media Producer
Hillary Benjamin- Media Supervisor
Brandon Solis- Connections Director
James Mullaly- Senior Connections Planner
Meghan Lorito- Connections Planner
Devin Coleman- Associate Director, Bid Management
Terrence McLaughlin- Senior Bid Analyst
Sam Hart- Paid Social Supervisor
Bree Patrick- Ad Operations Manager
Pedro Villalta- Senior Bid Analyst
Sam Callendar- Associate Director, Search
Addis Fouche- Channer- Senior Bid Analyst
Nathan Pulcher- Assistant Media Planner

Sumeera Rasul - Executive Production Director
Laura Kelly - Group Director Production
Michael Moscardini - Executive Producer
Steve Morrissey - Executive Producer
Jessie Morton - Producer
Brice Birdsall - Associate Producer
Tomas Lemos - Senior Producer
Nicolas Barrientos - Executive Producer

Chris ChinFong - Sr Business Analyst
Nicolas Gentile - Associate Technology Director
Jeronimo Pizarro - Software Engineer, Web Platforms
Sergio Vazquez - Software Engineer, Web Platforms
Ivan Huayraña - Senior Software Engineer
Hans Janowitz - Associate Software Engineer
Jason McCoskery - Technology Director
Namit Joshi - Executive Technology Director
Eric Estes - Sr Software Engineer
Agustin Lopini - Sr. Creative Technologist
Rawle Curtis - Sr Technology Director
Matthew Blackstone - Technology Director

Serial Productions
John Hillcoat - Director
Adam Arkapaw- Director of Photography
Violaine Etienne - Founding Partner/Executive Producer
Sara Greco- Executive Producer
Jennifer Gee - Head of Production
Tracy Broaddus - Producer
Rebecca Deelo - Production Supervisor

Exile Editorial
Shane Reid- Editor
Steve Nelson- Asst Editor
Sasha Hirchfield- Executive Producer
Vietan Nguyen- Producer
Blacksmith NY/VFX
Charlotte Arnold- Executive Producer
Tina Chen- Producer
Olivier Varteressian- VFX/CG Supervisor
Daniel Morris - Lead Compositor
Robert Bruce, Tim Regan, Yebin Ahn, Eric Concepcion- Compositors
Tom Bussell, Tuna Unala, Hassan Taimur, Eddy Estevez, Vitaliy Burov - CG Artists

Mark Gethin- Colorist
Ed Koenig - Executive Producer
Meghan Lang- Executive Producer

Barking Owl Sound
Atticus Ross - Composer
Kelly Bayett - Executive Producer/Creative Director
Ashley Benton - Producer
Morgan Johnson- Sound Designer

Heard City
Philip Loeb- Mixer/Partner
Sasha Awn- Executive Producer
Andi Lewis- Producer

Imposium - Dynamic Video
Jason Nickel - CEO
Jenna Fair - CRO
Greg Webber - Tech Lead
Randy Weinstein - Solutions Architect
Josh McGrath - Developer
Patrick Chisholm - Developer
Zack Brenton - Infrastructure Admin

Telescope - Live Stream Production
Katrina Moran - Group Creative Director
Licett Benitez - Production Manager
Colin McAuliffe - Director of Photography
Ori Ravid - Video Streaming Engineer

219Design - 3D Print Prosthetic Hand Printing
Miguel Piedrahita - Founder & Co-Partner


Agency / Creative
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Genres: People, Music & Sound Design

R/GA New York, Mon, 17 Jun 2019 17:04:38 GMT