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A campaign that leads the way
"Bayer: Science For A Better Life": With its image campaign, Bayer portrays itself as an inventor company with a rich history that is also leading the way in intensive future-oriented research. The campaign presents vivid examples from the three subgroups Bayer HealthCare, Bayer CropScience and Bayer MaterialScience that demonstrate how products and developments are contributing to improving people's quality of life.
 "Bayer has changed dramatically over the past years. We are focusing our strengths on innovation and growth in the areas of health, nutrition and high-tech materials. And we are looking to use this impressive image campaign to communicate this message externally and to strengthen the valuable Bayer brand and enhance its emotional appeal," declares Bayer Management Board Chairman Werner Wenning.
23 print motifs focusing on people rather than the company have so far been selected for the campaign, presenting a consistent consumer-oriented focus. Emotional and international aspects were also largely taken into account. The motifs will be published worldwide in the business and news magazines most important for Bayer and in the national weekly and daily press.
The campaign was developed in cooperation with the internationally renowned agency BBDO. Respected photographers Jo Magrean and Peter Ginter provided authentic pictures taken at various locations around the world.
Two 30-second TV ads and a longer 60-second version that will be broadcast principally on the news and financial channels at prime time round off the campaign. The internationally renowned director Jürgen Bollmeyer was handed the reins for the TV advertisements, which are accompanied by the song "Lifted" by the "Lighthouse Family". They give an exciting glimpse of things to come, using important research-relevant topics to illustrate the Group’s current position – on the threshold of a major development.
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