Client • Dupont   Agency • R/GA       — 2019

Campaign — Invent A Better Now

The Challenge: 

As a 200-year old brand, people might be familiar with DuPont, but aren’t aware of how much they’ve changed and what they necessarily do. We were challenged with reintroducing DuPont to reclaim their modern thought leadership position - by differentiating the new from the old by highlighting DuPont’s new portfolio and how their essential innovations are transforming industries and everyday life right now.

The Story:

We had to be as innovative, and now, as the brand itself. So we created “A Better N:OW” — a campaign to celebrate Dupont essential innovations and the world’s first hyper-dynamic film featuring a 24-hour live-stream, executed across all media touchpoints. Pushing the limits of dynamic data inputs and video integration with R/GA Ventures portfolio company, Imposium, the films constantly change to reflect every viewer’s version of now, in incredible detail. Imposium automatically puts data into videos to make them feel like they were personally made for each user. All the clocks match their current time; music and scenery reflect their time of day; the Earth rotates to pinpoints the viewers’ location; Newspaper headlines serve current news; and the voice-over of Cady Coleman (ex-NASA astronaut featured in the film) acknowledges viewers’ time and device. To galvanize the urgency of now, in the first 24 hours from launch we integrated a world’s first technology, live-streaming into a scripted commercial DuPont materials being used to 3D prototype a child’s prosthetic hand. In all, for every viewer to experience their now, we created 1,872,000 unique video files, enabling 22,464,000 possible dynamic permutations.