One of the "Human Element" advertising campaign videos made from Claxton's Hu as the symbol of the human idea. |
“One of the first steps was a creative meeting at our agency during the “pitch process.” I walked into the meeting with a new element for the periodic table. . . not carbon, hydrogen or oxygen, but the Human Element. That pretty much put everything in motion. Including the Human Element on the Periodic Table of the Elements changed the way Dow looked at the world and the way the world looked at Dow. Every creative decision we made from that point on was filtered through the lens of the Human Element, and that’s what took us down a very non-science approach to science advertising.”
“One of the first steps was a creative meeting at our agency during the “pitch process.” I walked into the meeting with a new element for the periodic table. . . not carbon, hydrogen or oxygen, but the Human Element. That pretty much put everything in motion. Including the Human Element on the Periodic Table of the Elements changed the way Dow looked at the world and the way the world looked at Dow. Every creative decision we made from that point on was filtered through the lens of the Human Element, and that’s what took us down a very non-science approach to science advertising.”— John Claxton (2009), on DraftFCB’s new marketing campaign for Dow [1]