Name of campaign: “Eastman Insights”
Launch date: June 2009
Creative credits: Animation: Uber; director: Alan Lee; lead camera: David Meadows; assistant camera: James Ruffell; editor: Louise Adby; ABI: Editor: Tim Colbert
Why we liked it: We love marketing efforts that tell stories. We believe that narrative tales, especially true narratives, have a staying power and a branding power that a mere listing of facts can never match. In this online video, which is part of a series called “Eastman Insights,” Eastman Chemical tells the tale of a collaborative project with Marc Rosen, a packaging designer. Rosen has won seven FiFi awards (which Eastman says are the Oscars of the fragrance industry packaging world), and he knows it. His exacting standards make his ultimate satisfaction with the global collaboration between Eastman and three molders—Alcan Packaging, C+N Packaging and Leidel Corp.—all the more impressive. Filled with frank conversations that bring out the personalities of each of the companies and people involved, this video tells a believable tale of customer service. Beyond showcasing the customer service, the video also does a very good job of showcasing Eastman's Glass Polymer line of cosmetic packaging materials.