Dow Chemical Company: Green Roofs

Advertising Agency: Draftfcb, Chicago, USA
Chief Creative Officer: Todd Tilford
Group Creative Director / Copywriter: Jon Flannery
Group Creative Director / Art Director: Doug Behm
Creative Director / Copywriter: Ron D'Innocenzo
Copywriter: Terin Izil
Art Director: Derek Julin

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3 comments

Hadrons's picture
Hadrons
5707 pencils

What a beautiful photograph.
Great copy. (Quite motivating)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nomad8's picture
Nomad8
204 pencils

But the print campaign seems to be just pretty pictures though, with very little substance. EInstein look alikes, green rooftops and feather windmills are all old in concept.

Not just that the copy is abrupt and doesn't elaborate or state that what exactly Dow has done. For instance, Styrofoam is good for roofs yes, but has Dow spearheaded green rooftops? But then green rooftops, though they sound nice and look good, are not natural and so guzzle water and resources.

I would expect a corporate campaign to be impactful and allow us to understand the company better. Instead, I feel like I'm looking at their screensaver...

kleenex's picture
kleenex
22696 pencils

The print campaign is not as good the videos.

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