3M

CHALLENGE: How do you reintroduce the company best known for Post-it Notes to the world as an organization that does business the right way and helps improve people’s lives?

SOLUTION: Spotlight the brilliant people making life-changing and life-saving products.

My idea, The Empathy Advantage, that won this new business pitch was to lean into the soft skills scientists use such as compassion, communication and curiosity with employee-centric stories. For these three TVCs, we featured3M’s Chief Science Advocate and one of the most renowned scientists in the world, Jayshree Seth, Ph.D. We show how science is at its best when an ability to listen, trust and respect meets years of rigorous scientific training. In doing so, we humanize the brand to help people trust and connect to 3M as more than a multinational adhesives and abrasives conglomerate.