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The Doe Run Company – Image Campaign

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Case Study

Image Campaign

Celebrating Doe Run's 150th Anniversary

Emerson – Innovations Magazine
July 8, 2015
Fortune Brands – 2014 Annual Report
August 25, 2015

The Doe Run Company – Image Campaign

In 2014 The Doe Run Company (Doe Run) celebrated its 150th anniversary. Reaching this milestone was a source of employee pride and enthusiasm. Obata developed an overall integrated brand image campaign to celebrate and leverage Doe Run’s 150th anniversary to: educate and inform Missouri communities about the company’s economic impact; reinforce the need for lead; and enhance its reputation within its communities.

Obata-DoeRun-poster

Obata-DoeRun-Interactive

About the Client

Doe Run is a global provider of lead, copper and zinc concentrates, and operates one of the world’s largest, single-site lead recycling facilities, all from its Missouri operations.

Goals

Educate Missouri communities about Doe Run’s economic impact, reinforce the need for lead, and enhance the company’s reputation.

Strategy

Develop an anniversary logo, thematic messaging, and imagery to be used as unifying campaign elements that support key brand attributes of stewardship, integrity, and commitment.

Approach

The campaign’s use of employee images, delivering succinct educational messages, evokes and reinforces pride for their work done “Here” in Missouri. Campaign materials included: a billboard series, print ad campaign, community event banners, an educational brochure and a corporate website home page refresh.

A cornerstone of the campaign was a microsite featuring an interactive timeline, highlighting more than 50 events throughout the company’s history, integrating original imagery and archival photography as well as video footage.

Obata-DoeRun-Billboard