Chem-Trend is a global leader in innovative solutions for the molding industry. The company offers a broad portfolio of process chemicals, such as high-performance release agents, which solve common problems in production and thus reduce reject rates.
Chem-Trend wants to communicate its efforts to reduce its footprint effectively both internally and externally - not with greenwashing, but transparently and authentically. In order to communicate the successful steps that the company has already taken in this direction, a concept was needed that would provide a framework and demonstrate the many success stories: Sustainable thinking can be green and economical.
For Chem-Trend's sustainability communication, we developed a conceptual bracket that shows how strongly the employees work together as a team to achieve their common goal. The motto “On Track in Sustainability” describes the common path that the company is taking. The symbol of the baton is emblematic of this: it illustrates that this path can only be mastered as a team.
In close cooperation with the Chem-Trend film team, we developed a detailed storyboard with texts and sketches, accompanied the filming on location in Norderstedt and created animations to visually reinforce the key messages.
The campaign was accompanied by a variety of communication measures, both internally and externally. While employees were informed across all locations via the intranet, roll-ups and posters, the external roll-out took place on social media, among other channels.
Just as Chem-Trend's efforts are far from over, the campaign will continue and the baton will be passed on. By rolling out the concept to other success stories, the company offers its employees a stage to tell their stories. In this way, Chem-Trend shows transparently and authentically how exciting sustainability communication works outside of sustainability reports and completely without greenwashing.
Other participants in this project:
https://www.thepointofview.de/ (Film production)
https://www.lolaslicht.de/ (Photography)
https://we-are-mtg.com/ (Internal communication – story)
It would be our pleasure to make your project a reality. We look forward to hearing from you!