The right chemistry

Fujifilm Graphic Systems challenged us to devise a high impact campaign to support its low-chemistry plate range. Having researched the topic, we knew we needed to avoid a ‘greenwash approach’ and remain true to the facts. We set about establishing Fujifilm as the thought leader on environmental transparency, provoking a debate about the terminology associated with chemistry in the printing process. Reaching out to influencers with a factual pitch, other manufacturers’ claims were exposed as potentially misleading, and we steered the environmental agenda firmly in Fujifilm’s favour. A single element of the editorial campaign delivered an ROI of over 7000% in terms of the value of the resulting coverage versus the budget spend for the project.