Chemistry that Matters

SABIC's first global brand campaign, built on the double meaning of the chemistry behind its products and the chemistry between its people and partners, and opening a five-year brand marketing strategy. Reported at a budget of 4.5 million riyals.

The brief

Business audiences across the Middle East, Europe, the Americas and Asia, for the Saudi chemicals maker's first global brand campaign.

The idea

Playing on two meanings of chemistry, in its products and its partnerships, the campaign showed joint solutions on urban growth, food and water, sustainability and saving energy across TV, print, digital and airports.

What to borrow

A double meaning in the core word lets an industrial brand talk about its science and its relationships in a single line.