Challenge:

Every year in mid-October the American Chemical Society celebrates National Chemistry Week to enhance the public’s perception of chemistry. As a recent spin-off business of DuPont, The Chemours Company needed to show the positive pervasiveness of chemistry, establish themselves as a leader in the chemical industry, and prove themselves as a major advocate for chemistry education. This provided us the perfect opportunity to create a compelling week-long campaign celebrating chemistry around the National Chemistry Week milestone. 

Solution:
For many, learning about chemistry has never been something to sing about. So to promote #NationalChemistryWeek, we brought the elements to life and created an original, handcrafted, stop motion music video for each day of the week. Targeting educators and students, “The Periodic Table: Something to Sing About” celebrates the most fundamental scientific tool in a way that’s equally fun and inspiring for the next generation of chemists.

Results:
We made our client the big winner during National Chemistry Week, providing educational, entertaining, and branding content. In seven days with just $2,500 in paid media, our videos earned 881,375 impressions and 121,769 views. Chemours was the most shared brand during #NationalChemistryWeek and the #1 most retweeted company compared to all media, brands, and institutions.