Barbara Pandos
Barbara Pandos

DuPont is launching a branding campaign tagged “Invent a better n:ow” to position the 217-year-old company as an innovative source of products that transform industries and people’s lives.

The multichannel effort features what DuPont bills as a first-of-its kind digital film that integrates video and live stream to showcase DuPont materials (probiotics for gut health, batteries for electric vehicles and medical packaging) and push the concept of “now” to focus on real-time.

The live stream syncs to the viewer’s location to provide a custom, dynamic scene, while a newspaper in the 90-second ad features current headlines and its updated dynamically.

“The launch of ‘Invest a better n:ow’ is a reminder that our innovations are everywhere around us, right now, and powerfully celebrates the materials that make a meaningful difference for our customers and in the industries that we serve," Barbara Pandos, chief communications officer, said in a statement.

New York’s R/GA handled strategy, design, creative, media planning and buying for paid/owned media.