Re-Branding/Re-Positioning

Winner: Dow Chemical Company and GolinHarris

Campaign: Fulfilling the Promise of 'The Human Element'

The Mission:

The chemical industry's reputation has eroded in recent decades as stakeholders' trust falters amidst political, environmental and social concerns. Dow Chemical Company wasn't

immune to this negativity, so, with the help of GolinHarris and ad partner DraftFCB, executives shaped an initiative to re-brand the company's rusty image.