Shaping Change Together

AkzoNobel Packaging Coating (ANPC) approached us to help them encourage players in the tin- and can-making industry to partner with them.
ANPC is very clear on its positioning when it come to partnerships – they work around the customer, keeping disruption to the absolute minimum and integrating their products and services seamlessly into the customer’s production line. ANPC is also a very human company, and they wanted this to come across in the campaign.
We used cans and tins as the canvas for our messaging, with the strapline “Packaging Coatings that say it all”. In a series of executions, (there are five so far), we referenced the key benefits of working with ANPC, from Good Old Fashioned Reliability (styled like a traditional soup tin), to Better Together (styled like a sardine tin, complete with ring pull). In each instance, extra messages were added as a reward to those prepared to look a little closer. Headlines and body were kept nicely conversational, and our art direction was deliberately halfway between design sketches and CGI. There are too many highly-polished CGI cans out there and we wanted to suggest that nothing was set in stone. The styling lent itself particularly well to animation.