Category Archives: OE Work

Bold Brand Campaign for DuPont™ Kevlar® Kicks-Off with ESPN X Games

Dare Bigger™ Launches with X Games Austin, Kevlar® Documentary Debuts on BBC Horizons

Official Press Release. Wilmington, Del. (PRWEB) June 03, 2014

DuPont Protection Technologies today announced the new DuPont™ Kevlar® brand platform, Dare Bigger™, and a sponsorship of ESPN X Games through 2015. Kevlar®, an advanced material synonymous with strength, durability and performance in extreme conditions, is the perfect sponsor for the powerful global event platform where athletes break the boundaries of action sports. The campaign will begin running with the inaugural X Games this week in Austin, Texas.

The Dare Bigger™ brand platform represents inspiration for anyone who relies on the safety and performance of Kevlar® brand fiber. The science behind this advanced material, coupled with its strength and durability, allows us to push boundaries, defy limits and challenge the conventional. From athletes to astronauts, first responders to industrial workers, Kevlar® enables anyone with an imagination and a job to do to Dare Bigger™.

“The DuPont™ Kevlar® brand and Dare Bigger™ are a great fit for the X Games,” said Eric Johnson, ESPN executive vice-president of global multimedia sales. “The brand has long been a component in performance-based sporting equipment used by our athletes and we look forward to exploring the possibilities of this new collaboration in the years ahead.”

In addition to the ESPN sponsorship, DuPont™ Kevlar® also is the subject of a documentary-style advertisement that premieres this spring during commercial breaks in the fourth season of the award-winning series, Horizons, which is sponsored by DuPont, on BBC World News. The Kevlar® Journey, Top to Bottom takes the audience from space to earth and below to showcase through spectacular footage how the technology can challenge boundaries. Kevlar® is seen in the design of such varied products as space suits, cell phones, high-performance sporting equipment and mining belts. To view: click here.

“Our potential to Dare Bigger™ is limited by what materials can do,” said William F. Weber, vice-president, Kevlar®, DuPont Protection Technologies. “Products made with Kevlar® help enable you to challenge those boundaries, much in the way an athlete or astronaut defies the limits of possibility. That is the spirit of this campaign and the promise of this brand.”

The breadth and versatility of the Kevlar® technology platform helps enable customers to design products that make a difference when performance and safety are crucial. It is lightweight, extraordinarily strong and flame resistant. Best known for its use in ballistic and stab-resistant body armor, Kevlar® has helped to save the lives of thousands of people around the world. The use of Kevlar® has been extended to everything from fire fighter and industrial protective clothing to vehicles, fiber optic cables, mining belts, commercial aircraft and city roads. Kevlar® fiber also is used in many consumer products such as mobile phones, tires, sporting apparel and equipment.

“The science behind DuPont™ Kevlar®, along with its proven strength, endurance and versatility, enables performance and safety that customers have come to trust,” said Marc Doyle, president DuPont Protection Technologies. “Our science and application knowledge is what allows us to continue our legacy of market-shaping innovation.”


Additional Quotes:
Stephanie Kwolek, DuPont™ Kevlar® aramid fiber inventor: “All sorts of things can happen when you’re open to new ideas and playing around with things.”

Scott Parazynski, retired NASA astronaut (7-time space walker): “Is my space suit going to protect me today? Without the presence of Kevlar®, I think it would be terrifying.” – BBC Horizons, The Kevlar® Journey, Top to Bottom

Bruce Burkholder, global technology leader, DuPont Protection Technologies: “It’s really gratifying because Kevlar® has been around for a long time and you still see it finding applications in cutting-edge technologies.” – BBC Horizons, The Kevlar® Journey, Top to Bottom

Reuben Castano, design director, Motorola: “The beauty of using Kevlar® is we can actually design properties into the material and create something new.” – BBC Horizons, The Kevlar® Journey, Top to Bottom

Kathy Kowalski, global brand, marketing and communications leader, DuPont Protection Technologies: “The Kevlar® brand has great heart based on its 50 years of enabling people to do the extraordinary and with the ESPN X Games partnership, Dare Bigger™ brings the world a new attitude for innovating to reach new levels of extreme protection and performance with Kevlar®.

Jeffrey Cohen, founder & co-chairman, Earthbound LLC: “We are thrilled to be working with the iconic DuPont™ Kevlar® brand. Kevlar® is a brand that has meant so much to so many people and has protected the lives of our armed forces, policemen, firemen – the people who protect us. We are so excited to be bringing the Kevlar® brand and technology to the consumer market! The X Games could not be a more perfect way to launch the brand. Earthbound is a brand management company that has always dared bigger, so we are ready to once again build a great success at the consumer level with DuPont™ Kevlar®.”

DuPont Protection Technologies is a leader in technologies and products that protect people, the environment and critical assets worldwide. For additional information, please visit DuPont Protection Technologies.

DuPont (NYSE: DD) has been bringing world-class science and engineering to the global marketplace in the form of innovative products, materials, and services since 1802. The company believes that by collaborating with customers, governments, NGOs, and thought leaders we can help find solutions to such global challenges as providing enough healthy food for people everywhere, decreasing dependence on fossil fuels, and protecting life and the environment. For additional information about DuPont and its commitment to inclusive innovation, please visit

Shunya’s Winning Streak Continues at Goafest 2014

DuPont’s The Power of Shunya earned a Silver award at this year’s Goafest Creative Abbys in Goa, India. The series, produced by OgilvyEntertainment and Times Television, was recognized for its accomplishments in the Branded Content Best Non-Fiction Program category. 

goa fest

The Power of Shunya’s win at Goafest Creative Abby Awards, the most anticipated event in advertising for India, marks a special achievement for Times Television Network, DuPont and OgilvyEntertainment.

Stay tuned for more updates throughout awards season, as The Power of Shunya looks to continue its success amongst the international media community!

Creating A Next Generation Music Experience

On May 19, 2014, Castle Lite spoke to Doug Scott about this summer’s Extra Cold Music initiative in South Africa.

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 As the countdown to this year’s coldest music experience continues, the Extra Cold Music team linked up with Doug Scott, head of OgilvyEntertainment. This branding guru has created #IceCold collaborations with global corporations such as IBM, Unilever, Nestle and Philips. He’s also twice been recognised by AdWeek as one of the top 50 most influential executives in the media and entertainment industry (#11 in 2013 and #14 in 2012). And now this Extraordinary expert is lending his skill to bringing us the Extra Cold Music concert on 7 June at Supersport Park, Centurion. We spoke to Doug about what it takes to create a world class Next Generation music experience and what he’s looking forward to experiencing at the concert.

We imagine you have multiple projects on the go at any given time. What is it about opportunity to collaborate with the Extra Cold Music initiative that drew you this project?
I was really attracted by South Africa’s growth in leadership in the region from a music perspective and this seemed like a great showcase of music, art and entrepreneurship. Of course, Castle Lite has a history of bringing great music acts to South Africa – Drake, Kanye West – and this seems like the next step in the evolution of the brand’s point of view in terms of music leadership. I also love the integrated nature of the project – it has different touch points: content, mobile, digital, activations in bars and taverns, all eventually culminating in this amazing concert.

Please tell us a little about the process involved in conceptualizing the Extra Cold concert and what elements you considered in marrying the brand to the experience.
We had a workshop with the Castle Lite brand team in South Africa, which was about unlocking the correct positioning for the brand and establishing the brand’s point of view in the music landscape. It was a really creative space. We unlocked this extraordinary experience and we had to think about who is relevant and how can we create a point of difference for the brand. This is truly an approach that no other brand can take, including having a curator and partner like Timbaland.

The Timbaland association is obviously key to this production. Tell us a bit about his role and how this particular aspect of the collaboration is going to be expressed?
Timbaland has been a collaborator since day one. He really wanted to understand what is happening in South Africa in the music space and collaborate with a local artist and bring some unique South African flavor to the event. For him, it’s all about showcasing the diversity of the people and the music. When he’s in South Africa, he’ll play the role of the brand ambassador in the market place, but he also has an interest in developing young musicians, which is why he’ll host a workshop in South Africa.

What are the ingredients for choosing the perfect celeb partner?
The artist has to have passion for the opportunity. I’ve seen too many situations where artists are there only for the paycheck and the deal. Creativity is important because the celebrity has to understand the brand point of view and how it intersects with their own vision. The celebrity needs to think about doing things differently, so innovation is important. And, if they’re playing the role of spokesperson, they have to have credibility in the market.

With such a grand production, there have to be some challenges. What have been some of the challenges you’ve experienced in putting together this spectacle?
Logistically, the challenge has been in ensuring the artists schedules are synchronised so they can be in South Africa, and so they can have time to rehearse even before they arrive in South Africa. We understand the nature of a collaborative show – things have to blend together nicely so it doesn’t look like a bunch of artists on a line up thrown together on stage.


Are there any special elements or touch points that concert-goers can expect to be amazed by?
From a design perspective, the stage, lighting and the entire stadium will be transformed into something extraordinary. I can say this is something that hasn’t been seen in South Africa before. The music and visuals are out of this world. We’ve focused on giving people the best experience possible and give them something that has virality – they’re going to want to take pictures and share them with their networks.

Besides the Extra Cold Music experience, what are some of the most exciting things happening in the branded entertainment/ content space at the moment?
Many brands are moving into content and publishing, such as the Red Bull media house, and are creating channels for their own brands. We’re going to see more of that, especially in the beauty and fashion space. Then, understanding the use of data is important. I don’t like to talk about ‘big data’, but rather ‘smart data’ that can be used to create targeted content. There’s also a move away from providing content and into creating an overarching brand narrative, such as what we’ve seen Dove do in the beauty space.

You once said that ‘brands should own entertainment, rather than rent it’. Has this stance evolved? If so, how?
I still stand by that, but it’s all about creating entertainment that fits into the narrative. I don’t think a brand can own a certain point of view and then continue to borrow someone else’s platform. Brands have to be part of the ongoing conversation and they have to play a role in the consumers’ lives and serve a certain function for those consumers.

What does the term ‘Extra Cold’ mean to you?
To me, Extra Cold represents pushing beyond limits. This is a really interesting play on words, on the idea that something is ‘hot’. Castle Lite successfully created and owned this term – it’s about experiencing something you’ve never seen, heard or felt before. It’s a really strong brand promise; when I say it I can already feel a cold shiver down my spine and you know you have a good story when you touch senses. I think the brand’s done a good job with this.


What’re you most looking forward to seeing at the concert?
I’m looking forward to the whole experience, especially how the audience responds throughout the course of the day. In terms of performances, I can’t wait to see Nas perform with the Hipster Orchestra. There are loads of surprises lined up.

What sets this Next Generation experience apart?
This show is really going to inspire the audience and it’ll be talked about for years to come. This is a truly global experience with global artists and cross-global collaborations. It’s really representative of where we’re headed and South Africa is leading the way on the African continent. Then, also, it’ll be a lot of fun. I attend a lot of events and concert experiences, but this is probably the most exciting event I’ve attended in the last two or three years.

For a limited time only, you can take advantage of the Early Bird special – R350 for a General Access ticket at

This article originally appeared on Castle Lite’s website at

Countdown to Castle Lite’s Extra Cold Music Concert in South Africa

Castle Lite has officially announced the line up for their concert, taking place June 7th at the Supersport Park in Centurion, South Africa. The South African concert aims to present to fans a unique platform where local and international artists have the opportunity to showcase their talent.

With the help and guidance from OgilvyEntertainment, the concert is being produced by Grammy award-winning artist Timbaland featuring Nas and Wiz Khalifa and some of South Africa’s most popular local talent, including Mi Casa, Beatenberg, Zakes Bantwini, Spoek Mathambo and Reason. Nas, who is still celebrating the 20th anniversary of his debut album Illmatic, will perform the classic album it it’s entirety with the help of Jingle Punk’s Hipster Orchestra and the Johannesburg Philharmonic.

Tickets for the concert are on sale now at Follow the action at @CastleLiteSA #ExtraColdMusic.

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New Season, New Science


After three successful years as the 2nd-most popular program on BBC World News, the award winning series Horizons begins its fourth season this weekend.  Horizons is part of the larger branded content program developed by OgilvyEntertainment in association with DuPont, designed to showcase the  the companies and people behind the business ideas that will affect how we consume energy, tackle food and water scarcity, and beat major pandemics in the future.  This season, Host Adam Shaw is back again with sixteen new episodes, taking us around the globe from South Africa to Korea, exploring innovations in areas such as particle physics, space,

This week, Horizons will investigate the latest leaps in energy efficiency and new ways to generate off-grid energy for lighting.  While the global lighting economy is more than 70 billion Euros a year there remains more than a billion people on the planet who live without access to light from off-grid electricity.

In the commercial break, viewers can witness how DuPont is helping solve similar global challenges with their latest documentary film ”The Kevlar® Journey, Top to Bottom.”  This film, produced by OgilvyEntertainment and Twofour productions, explores how DuPont™ Kevlar® is pushing the limits of what’s possible by providing global performance and protection solutions.  The team filmed for almost three weeks around the globe, capturing amazing footage and interviews of the lives and industries impacted by this advanced material.  For season four, OgilvyEntertainment will continue filming to create six additional short films to premiere this year as part of Horizons.

Tune in for both the episode and short film premiere this weekend on BBC World News, Fri 9:30pm EST/Sat 10:30am CET.


Watch ”The Kevlar® Journey, Top to Bottom” film here: