AkzoNobel is the world’s largest manufacturer of paints, lacquers and special chemicals, and a company that is aware of its social responsibilities. In line with that, AkzoNobel started its Human Cities initiative to make cities around the world more colorful, liveable and human.
In Germany, the Human Cities Initiative supports events like the “CityLeaks” Urban Art Festival and supports young architects with the university project “BLOON”. We accompanied these activities with campaigns, films and events. In doing so we generated material for exciting stories that we told in all channels – innovative and informative in the trade and business press, emotional and inspiring in general-interest and social media. We also used the reach of enthusiastic multipliers, like interested bloggers.
The Human Cities activities and supporting communication created positive effects and synergies for the entire company, internally and externally. AkzoNobel is increasingly seen and appreciated as a committed, responsible company that acts sustainably.
AkzoNobel is the world’s largest manufacturer of colors and paints. The company’s products are used everywhere – from inside our homes to the famous Sydney Harbor Bridge.“Adding color to people’s life” is the theme of AkzoNobel’s major global umbrella campaign. The goal is to demonstrate the prominent role that color plays in everyone’s life.
“Germany is full of color” was the local adaptation of the global campaign theme. We developed a complementary, integrated concept that made the experience and vision of AkzoNoble tangible, both inside and outside the company. “What is the color of an idea? Can colors change the way we work?” Provocative questions provide food for thought and form the central design element for inspiring interiors and activities, including a trade fair lounge, a training center, and workshops for employees.
The concept creates a lot of enthusiasm: employees are inspired by the questions and contribute numerous creative suggestions about how color can enrich life and what role AkzoNobel can play in this.
The major international trade show “Color – Facades & Finishes” takes place only every three years. This is a good enough reason for AkzoNobel to turn this rare occasion into a special experience and to present the company as a strong, competent and trustworthy umbrella brand. The theme of their exhibition is: “Adding color to people’s lives.
We design an inspiring space within the trade fair lounge full of provocative questions about the future. This concept reflects AkzoNobel’s brand values and underlines their claim “Tomorrow’s Answers Today”. Questions such as “Are there any undiscovered colors?” and “Can color understand us?” are printed on the lounge floor and walls, the menus and the T-shirts worn by serving staff. Hundreds of stickers with questions about color are also spread around the trade fair. The goal is to provoke discussion about color and provide food for thought that transcends the practical product qualities themselves. Visitors should be inspired to understand the added value of color in their lives.
The lounge design and the confident, humorous handling of the theme appeals strongly to colleagues and visitors.