Salt & Water composes global campaign symphony for ABB process automation
To raise awareness of ABB's Process Automation division, the Zurich-based agency Salz & Water is working with the company on an international campaign.
Salz & Water is helping ABB launch a global communications initiative for its Process Automation business unit. The kick-off is an image film that can be seen on all popular social media channels. A Webhub, a social media playbook and a design system for diverse key visuals complete the package. More activities will be seen throughout the year.
Making hidden, complex network visible
ABB's Process Automation business enables customers around the world to automate, electrify and digitize the most complex industrial plants that are essential to our daily lives. This enables these plants to operate more safely, efficiently and sustainably.
To make this often hidden but essential role more comprehensible, the campaign uses a film as a prelude to visualize how automated, orchestrated industrial processes make our daily lives possible, drawing a parallel with the world of music: at the center is a protagonist whose everyday life can be experienced in several narrative threads - from running a plant from the control room, to conducting an orchestra.
Together with the ABB team, Salz & Water develops specific communication measures for defined industries that take up the basic idea and imagery of the film and carry it beyond its boundaries.
Orchestrated industrial processes
"Our goal was to develop a communication platform that makes process automation more understandable and impressive - both for experts and for the general public. The complexity of the task challenged and motivated us in equal measure"says Matthias Kadlubsky, ECD at Salz & Water. "Our wish was to bring the technologies and fascinating world behind our everyday life to the fore. It is surprising for many that often taken for granted things like sustainable water, raw material or energy supply would not be possible without automation, electrification and digitalization. Together with the Salt & Water team, we have managed to capture this magic and make our contribution to industry and society more tangible"adds Richella Odebrecht, Group VP and Global Head of Communications & Marketing, Process Automation at ABB.
Responsible at ABB: Richella Odebrecht (Group VP, Global Head of Communications & Marketing, Member of ABB Process Automation Executive Leadership Team), Margarita Sjursen (Head of Media Relations & Content, Process Automation), Claire Fleet (Global Marketing Manager), Lishai Kaufer (Associate at Admiral) Gagandeep Chhabra, Manikanta Ps, Sanjeeb Singh (Web Development). Responsible at Salt & Water: Matthias Kadlubsky, Frédéric Praplan, Christian Schickler (overall responsibility), Hannah Tomlinson, Daniel Kenyon, Yoshiya Abiko, Mihai Sovaiala (creation) Kristine Christiansen, Emily Swantee, Lara Shin, Raffael Gava (consulting); Patrick Salonen (image editing). Responsible at McQueen Films: Clemens Kalle Petersson (Executive Producer), Bugsy Steel (Director), Ahmet Hüsseyin (DoP), Benjamin Putland, Will Judge (Edit), Dan Moran (Grading), Timon Flükiger (Production Assistant), Ricardo Silva (Postproduction Operator) Rudi Mauser (Music Director), James Wilson (Sound Design).
