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ALTANA Image Campaign:
How do you develop a business and sustainability report that also functions as an image and human resources campaign? The specialty chemicals company ALTANA AG sent us as a corporate communications agency to pitch for the budget of the international image campaign. We presented six possible scenarios that placed the question »What makes ALTANA unique?« at the center of the concepts and were able to get ALTANA excited about our solution. For the Heisters & Partner team, who know ALTANA through their work together, the answer was clear: It is the people, their knowledge and personal commitment, their ability to innovate and willingness to provide service, their hands-on mentality, their openness and friendliness that we got to know at ALTANA.
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The motifs show what each individual ALTANA employee contributes beyond the defined process and what makes the difference: »To make a difference« results in a »plus« that ALTANA offers its customers and makes them champions in their markets all over the world.
ALTANA AG Annual Report
Together with those responsible, we created a piece of authentic corporate communication that became a credible and genuine expression of the ALTANA identity thanks to the ALTANA employees and their outstanding achievements and individual talents. This authenticity ruled out stock images or models for the testimonial series from the outset, so we looked for and found real employees. All over the world, the effectiveness and aim of the campaign were achieved through direct conversations and high-quality photography in line with the respective biographies: real and typical ALTANA stories. Robert Brembeck from Munich was the right photographer who, on the one hand, staged the concept in a straightforward manner and, on the other, captured the individuality of the individual characters.
ALTANA AG Sustainability Report
At the same time, filming took place for an even broader identity film, which supported the concept on all continents with further testimonials and became part of the advertisements via QR code. The print campaign will be placed in leading media such as Spiegel, Handelsblatt, Zeit and WirtschaftsWoche as well as a number of international trade magazines. The website and the job advertisements of ALTANA AG were also implemented according to the concept.
ALTANA Online
All in all, an exciting and multifaceted project that defines the added value that ALTANA, as the world's leading specialty chemicals company, offers its customers and employees every day. The campaign was awarded the international Fox Finance Visual Award and the Fox Finance Efficiency Award, both in silver, for its communicative power and efficiency.
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