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BASF starts image campaign “We create chemistry”


* BASF’s first global campaign concept based on harmony of opposites
* New campaign sharpens brand profile and increases efficiency of market communications

Ludwigshafen, Germany - BASF creates chemistry: This is the central idea of the company’s new global image campaign that will be launched at the beginning of March. For the first time, BASF is combining its market communications and targeting decision-makers in business and society with a single global campaign that will run in print, television and online media.

The advertising motifs focus on global trends such as the future of mobility or energy efficiency, as well as solutions for minor everyday problems such as waterproof adhesive bandages. In its campaign, BASF combines chemistry as the science of interactions between substances with the interaction between people and their environment. The recurring theme is the reconciliation of apparent opposites: A house made of bank notes stands in a wintery landscape and above it appears the caption “Warm houses love energy bills” – a surprising statement at first sight. But BASF resolves the contradiction. A wide variety of intelligent insulation materials lower energy consumption and thereby help to reduce energy costs.

“Chemistry creates added value for all groups in society. The global campaign shows just how important strong and positive relations with customers, partners and employees are to us,” said BASF Chairman Dr. Jürgen Hambrecht.

In the past, BASF’s image campaigns differed from region to region. For the first time, BASF will now use the same campaign idea in print, television and online advertisements in Europe, North and South America and Asia Pacific. “The uniform global campaign helps to sharpen the profile of the BASF brand worldwide. In addition, we increase the efficiency of our investment in the band by combining activities in a single campaign,” explained Elisabeth Schick, head of Communications & Government Relations at BASF.

The campaign was developed by an international team from BASF’s Corporate Brand Communications together with the advertising agency Wieden+Kennedy in Amsterdam. In the future, the theme of the advertising campaign will also be used in other areas of brand communication such as employer branding or customer communication.

More information about the motifs of the campaign is available at

All motifs are explained detailed on a special website for the campaign:
Read more on the campaign

About BASF

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics and performance products to agricultural products, fine chemicals as well as oil and gas. As a reliable partner BASF creates chemistry to help its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges such as climate protection, energy efficiency, nutrition and mobility. BASF posted sales of more than €50 billion in 2009 and had approximately 105,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at


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