DuPont and R/GA create ‘first ever’ dynamic video and live-stream global ad campaign

DuPont has launched a worldwide campaign called ‘Invent A Better N:ow’ created by R/GA. The film claims to be a first of its kind effort, which seamlessly blends dynamic video and live stream.

Available on the DuPont website, the company claims certain elements in the film will change based on geographic location, the time of day and device it is being viewed on.

The changes reflect in the scenes and the soundtrack. For instance, clocks in the film synch to local time and a newspaper briefly viewed in the ad, cycles through different headlines.

Viewers who see the film through June 17, will also be able to catch a brief glimpse of a prosthetic hand being 3D printed in real time.

According to a release from DuPont: “The campaign aimed at reintroducing the nearly 217-year old brand as a source of essential innovations that transform industries and everyday life, and highlighting products that make up its new portfolio.”

DuPont’s chief communications officer Barbara Pandos said: “The power of essential innovation is that it delivers today, improving people’s lives around the world.

“Across DuPont, we are creating first impressions about our new company every day — from materials for battery packs in electric vehicles, to probiotics for strong gut health, from medical packaging to flame-resistant fibre 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 dynamic elements added up to 69,000 permutations of the film, highlighting products and technology that DuPont is currently working on.

R/GA group executive creative director Genevieve Hoey said: “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, our story became more than just a stunning film with the urgency of time as its narrative thread.

“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.”


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