One of our largest clients is Huntsman International, LLC. They describe themselves as “a global manufacturer and marketer of differentiated chemicals,” which basically means they are purveyors of a mind-boggling array of products, from industrial adhesives to footwear to detergent. Their reach and influence is literally global, with billions in annual sales. They also spearhead many charitable efforts, including their own cancer research institute.
Recently they did a short ad campaign, culminating in a trade show booth. The result was nothing short of awe-inspiring.
Normally we call use the “Inspired Ideas” tag in a sort of ironic, punny way. It’s for when someone blatantly copied the work of another, and we all get to point and laugh. But in this instance, we’re being sincere: this campaign was inspired. The other kind of inspired.
It started out with a series of five ads run in a trade publication. The ads all said the same thing:
“Extreme Environments demand stronger, higher-performing materials
“Huntsman’s newest generation of [polysyllabic product name] are extremely stiff – to produce stronger, lighter-weight composite parts that can withstand extreme temperatures and exposure to moisture, chemicals, and other corrosive substances. …
“Overcome the limitations of conventional resin systems for your toughest applications.”
So far, so good — but it’s the pictures that really sell this. Here’s the first ad:
Well, sure, a high-performance vehicle could certainly be considered an extreme environment, especially if it’s being driven by our ex-girlfriend or a Mumbai cab driver. We can get behind that. What next?
They’re not fooling around! Oil rigs can be under stresses far beyond other ocean-centric structures — being that they’re stationary (thus, buffeted by the ocean and elements) and deal with highly combustible material, among many other things.
Huntsman is suggesting their products are suited for use on oil rigs, and this is only the second ad. Where are they going to go from there?
In human terms, the cruising altitudes of most airliners are pretty inhospitable. On top of that, regulatory pressure on planes manufacture and upkeep could also be considered pretty extreme. The standard of quality in every aspect of airplane manufacturing is among the highest in the world.
So Huntsman is certainly showing confidence in their product. But they have two ads left in this campaign. Surely they can’t escalate further?
Let’s not even take the eventual destination of a rocket into account just yet. Let’s just consider what we see pictured here: the launch. Depending on what’s launching, the forces a rocket is subjected to can be anywhere between three and one hundred times normal Earth gravity (“g”). By way of comparison, humans are generally done for at around 25-30 g.
As far as we know, environments don’t get more extreme than actual outer space.
That concluded the ads (seeing as how their escalation game was literally out of this world). The next thing they did was attend a trade show, also attended by the same sorts of folks who would’ve been seeing the ads in the trade publication.
Huntsman treated them to a gorgeous booth that called back to the ad series, creating recognition and drawing attention. We unfortunately haven’t any pictures of the actual booth in action, but here is the art that we created for it.
Rigney Graphics is a Pasadena graphic arts company that can help you create an impact with design and marketing solutions for print and web.