Kemira:
Perfect the
Picture

Kemira approached us with a challenge: how can it market the possibilities of cellulose fibers and the role of chemistry in them, when the actual “product” is invisible expertise?

Kemira’s position in the value chain is crucial, but tricky to communicate: it is not either a raw material producer or an end-product manufacturer, but an enabler in the middle.

The key audience for the campaign would be decision-makers at global brands. They should be roused to inquire about solutions that utilize cellulose fibers from their own packaging or material suppliers.

To create a memorable concept that would ring true, we started by adopting the audience’s point of view. Currently, it’s extremely common for brands to set goals of achieving carbon neutrality, full recyclability, or some other milestone of sustainability by the year 2035. So, most brands do have a clear picture of the future. Add some chemistry magic to cellulose fibers, and that future vision can become reality.

In other words: Perfect the Picture. Kemira’s expertise is the missing piece that brands need to complete their sustainability picture.

As we are more familiar with moodboards than with molecules, we needed to go on a massive fact-finding adventure. We held background interviews with a variety of Kemira specialists from all over the world to discover what they can offer their customers to Perfect the Picture.

Using our extensive notes from these interviews, we condensed the story into a concise script for a campaign video. Accompanied with a clever and unique visual design, the film enables the audience to see the invisible and understand the value of Kemira’s expertise in achieving sustainability goals.

We also wanted to give chemistry magic a human face. To support the campaign film, we wrote an outline for three themed expert interview videos that delve deeper into the technologies and processes involved.

In addition to the longer campaign film and expert interview videos, we applied the Perfect the Picture concept to shorter social media clips. All forms of video carry the same distinguishable Perfect the Picture visual and verbal storytelling style.

Of course, the Perfect the Picture creative concept is not only about videos. It also engages audiences on a campaign site, in social media posts and event materials. Our idea from the start was to create a design that works effectively in all possible applications – and is flexible enough to be launched even in new channels in the future.

The campaign launched globally in late 2023. It has worked as an engaging sales tool and as an effective brand building block. With the Perfect the Picture assets, Kemira has been able to convince its partners in both directions of the value chain of the future possibilities that cellulose fibers can bring for manufacturers and end-users of packaging materials and textiles.

In addition, Perfect the Picture has helped Kemira’s internal audience to better understand what’s going on in their own company. It has made this new innovative expertise and the people behind it visible and familiar in all of the 40 countries Kemira operates in. This provides special value in developing Kemira’s employer brand and in assisting further innovation.