| Title | Element #76 |
| Agency | FCB Chicago |
| Campaign | The Human Element - Dow Chemical |
| Advertiser | The Dow Chemical Company |
| Brand | Dow |
| Date of First Broadcast/Publication | 2007 / 6 |
| Business Sector | Chemicals & By-products, Metallurgy |
| Story | "The Human Element" campaign was created to position Dow as more than just a chemical company by highlighting Dow's commitment to global sustainability by illustrating how the bond between chemistry and humanity changes everything. |
| Philosophy | In June 2006, Dow Chemical Company launched the Human Element campaign nationally with 90 second TVC and 6 page spreads in opinion leader magazines. Weeks later, :60 and :30 commercials, two page spreads and online media including a micro-site and banner advertising were added to the plan. Additional impactful media like barges in New Yorks East River were also utilized. Simultaneously, Dows internal facilities were transformed to showcase the Human Element. A CEO video broadcast, oversized building banners and an employee version of the campaign titled I am the Human Element extended the campaign at local facilities across the globe. |
| Problem | The problem: getting people to look at a chemical company in a new way. The solution: getting people to look at chemistry in a new way. We explored the Periodic Table of Elements and asked: whats missing? The answer: The Human Element. When you include it, everything changes. Suddenly, the work of chemistry is solving human problems. Meeting human needs. Fueling human potential. The Human Element is the bond between chemistry and humanity. It is a way of seeing that gives us a way of touching. |
| Result | Dow has received an unprecedented level of affirming campaign feedback. Opinion leaders like Hilary Rodham Clinton and the Deputy Secretary of Energy have endorsed it. Equally Dow employees have embraced it, sending the CEO emails proclaiming this advertising makes me proud to work at Dow. Hundreds of ordinary citizens also wrote in describing how deeply the campaign has touched them. Quantitatively after 4 months, the campaign has significantly increased all measures. Dow fully embraces the Human Element campaign in everything they do from corporate positioning to product development; even, individuals that embody the message are now referred to as Huey. |
| Media Type | |
| Market | United States |
| Art Director | Jim Bachor |
| Other | Leslie Burns Furr |
| Creative Director | John Claxton |
| Copywriter | John Claxton |
| Creative Director | Kurt Fries |
| Other | Kelly Riordan |
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