Agency: Bader Rutter & Associates
Name of Campaign: “Make It Possible”
Launch Date: March 2010
Creative credits: Associate creative director/art director: Zach Stigler; associate creative director/copywriter: Mark Henderson
Why we liked it: PolyOne wanted to develop a corporatewide campaign that positions the company as a leading supplier of plastics and resins. Mission accomplished. This print campaign does nothing fancy other than achieve its goal. The ads all include the opening question “What if?” For example, one ad asks: “What if you could increase inventory turns and cash flow while improving customer satisfaction?” The body copy explains how PolyOne accomplishes the what if: “We deliver more than resins and polymers. We’ll work with you to help reduce working capital and exceed your customer demands.” The message of these ads, which is ultimately convincing, is that PolyOne is innovative and collaborative. On top of everything, that ads use white space very well, are easily readable and use stock photography quite well.