For 24 Hours, DuPont Is Livestreaming the Creation of a Prosthetic Hand

It's part of a rebrand from R/GA

Today, R/GA helps relaunch the 217-year-old DuPont brand with a multichannel campaign that focuses on how the company's offerings help improve people's lives in the here and now. 

Anchoring the push is a 90-second film in which various elements—clock readouts, news headlines, the quality of sunlight—change depending on each viewer's location and the time of day they watch the video. On the spot's launch day, June 17, it features live, real-time footage of a 3D-printed prosthetic hand being built with DuPont technology for a child in need. 

See the spot here.

Moving forward, recorded images of the hand's creation will replace the live-stream. 

This marks the brand's first big push since the April separation of DowDuPont into three companies: DuPont, which makes advanced plastics and other chemical products; Dow, which makes polyethylene, silicone and related materials; and Corteva, an agri-business specialist. 

Seeking to humanize the brand, the work emphasizes DuPont's role in the manufacture of battery packs for electric cars, probiotics for gut health, medical packaging, flame-resistant clothing for firefighters and sundry other helpful items. 

Indeed, DuPont could use an image boost—right now, in real time!—as recent coverage of pesticide testing on beagles (by Corteva before the companies split), and legal action in New Jersey (alleging the company caused environmental contamination) took a heavy toll. 

"The power of essential innovation is that it delivers today, improving people's lives around the world," says DuPont communications chief Barbara Pandos, who adds that the campaign serves as "a reminder that our innovations are everywhere around us, right now, and powerfully celebrates the materials that make a meaningful difference for our customers and in the industries we serve."

CREDITS

DuPont 

R/GA 
Executive Management
Tiffany Rolfe- EVP, Chief Creative Officer, US
Chris Northam - SVP, ECD Head of Creative
Eric Jannon - SVP, ECD Head of Creative
April Quinn – VP, Group Managing Director

Creative 
Genevieve Hoey - Group Executive Creative Director
Erin Lynch - VP, Group Executive Creative Director
Ryan O’Keefe - Creative Director, Copywriter
Colin Kim - Creative Director, Visual 
Lars Jorgensen- Creative Director, Visual 
ChiungHui Chiu - Associate Creative Director, Visual Design
Chris Liu - Sr. Copywriter
Grace Taylor - Sr. Art Director
Sohee Kim - Designer
Tal Cohen - Executive Director Experience Strategy
Gene Lu - Creative Director, Experience Design
Terrence Ma - Senior Experience Designer
Rosemary Douglas - Senior Experience Designer
John Berman - Executive Creative Director
Yolande Botha - Sr. Copywriter
Tea Qiu - Associate Creative Director, Visual Design
Bernise Wong - Designer
Blas Madera - Sr Designer
Todd Beeby - Creative Director, Copywriter
Jason Koxvold - Creative Director, Visual 
Tomas Almuna - Associate Creative Director, Copywriter
Cris Costa- Associate Creative Director, Visual

Client Services
Lauren Mandel – Group Account Director
Carmen Cramer – Account Director
Julia Winn – Management Supervisor
MaryAnne Kavjian - Account Supervisor
Dominique Appel – Account Manager

Strategy
Dennis Claus - Executive Strategy Director
Jia Zheng - Strategy Director
Jeff Jetton - Associate Strategy Director

Content Studio
Denice Heyward - Director, Business Affairs
Erica Jensen - Director Content Production, Tactile
Jon Drawbaugh- Executive Producer Content Studio
Lauren Powzyk - Content Producer
Michelle Jackson - Senior Content Producer
Erin Stella - Associate Content Producer
Matt Monath - Stills, Content Creator
Ricky Rhodes - Stills, Content Creator
Andrea Senise - Motion Design Director
Beatriz Couto - Associate Content Producer

Marketing Sciences
Jackie Martin - Associate Director, Marketing Sciences
Suah Lee - Senior Analyst
Martin Tarrab - Senior Analyst
Martin Carniglia - Director, Marketing Sciences

Media
Tahira McGee- Group Director Media Management
Liz Hart- Group Director Media Operations
Ian Hinton- Associate Media Director
Karl Altenburger- Media Producer
Hillary Benjamin- Media Supervisor
Brandon Solis- Connections Director
James Mullaly- Senior Connections Planner
Meghan Lorito- Connections Planner
Devin Coleman- Associate Director, Bid Management 
Terrence McLaughlin- Senior Bid Analyst 
Sam Hart- Paid Social Supervisor
Bree Patrick- Ad Operations Manager
Pedro Villalta- Senior Bid Analyst 
Sam Callendar- Associate Director, Search
Addis Fouche- Channer- Senior Bid Analyst 
Nathan Pulcher- Assistant Media Planner

Production
Sumeera Rasul - Executive Production Director
Laura Kelly - Group Director Production
Michael Moscardini - Executive Producer
Steve Morrissey - Executive Producer
Jessie Morton - Producer
Brice Birdsall - Associate Producer
Tomas Lemos - Senior Producer
Nicolas Barrientos - Executive Producer

Technology 
Chris ChinFong - Sr Business Analyst
Nicolas Gentile - Associate Technology Director
Jeronimo Pizarro - Software Engineer, Web Platforms
Sergio Vazquez - Software Engineer, Web Platforms
Ivan Huayraña - Senior Software Engineer
Hans Janowitz - Associate Software Engineer
Jason McCoskery - Technology Director
Namit Joshi - Executive Technology Director
Eric Estes - Sr Software Engineer
Agustin Lopini - Sr. Creative Technologist
Rawle Curtis - Sr Technology Director
Matthew Blackstone - Technology Director

Serial Productions 
John Hillcoat - Director
Adam Arkapaw- Director of Photography
Violaine Etienne - Founding Partner/Executive Producer
Sara Greco- Executive Producer
Jennifer Gee - Head of Production
Tracy Broaddus - Producer
Rebecca Deelo - Production Supervisor

Exile Editorial
Shane Reid- Editor
Steve Nelson- Asst Editor
Sasha Hirchfield- Executive Producer
Vietan Nguyen- Producer

Blacksmith NY/VFX
Charlotte Arnold- Executive Producer
Tina Chen- Producer
Olivier Varteressian- VFX/CG Supervisor
Daniel Morris - Lead Compositor
Robert Bruce, Tim Regan, Yebin Ahn, Eric Concepcion- Compositors
Tom Bussell, Tuna Unala, Hassan Taimur, Eddy Estevez, Vitaliy Burov - CG Artists

MPC
Mark Gethin- Colorist
Ed Koenig - Executive Producer
Meghan Lang- Executive Producer

Barking Owl Sound
Atticus Ross - Composer
Kelly Bayett - Executive Producer/Creative Director
Ashley Benton - Producer
Morgan Johnson- Sound Designer

Heard City
Philip Loeb- Mixer/Partner
Sasha Awn- Executive Producer
Andi Lewis- Producer

Imposium - Dynamic Video
Jason Nickels - CEO
Jenna Fair - CRO
Greg Webber - Tech Lead
Randy Weinstein - Solutions Architect

Telescope - Live Stream Production 
Katrina Moran - Group Creative Director
Licett Benitez - Production Manager
Colin McAuliffe - Director of Photography
Ori Ravid - Video Streaming Engineer

219Design - 3D Print Prosthetic Hand Printing 
Miguel Piedrahita - Founder & Co-Partner

Profile picture for user David Gianatasio
David Gianatasio
David Gianatasio is senior editor at Clio Awards.

Museletter

Get Inspired

Sign up for the daily Museletter for the latest ad campaigns and the stories behind them.