Zero regrets, infinite impact: Showcasing sustainability successfully

Challenge

Close to introducing their new ESG strategy to the world, Umicore needed a strong name and creative concept that reflected the organization’s bold new approach focusing on three key pillars: People, Planet, and Prosperity.

This posed the following challenges for Mach Media:

• Deliver a strong name and creative concept that captures the ambition and three pillars of the ESG strategy
• Translate that concept into a powerful narrative
• Present the strategy with a striking visual identity
  

strategy

A NAME THAT STICKS

For the name and concept, we highlighted the essence of Umicore’s strategy by keeping things simple and straightforward, no filler or fluff.

That’s when we came up with the concept of ‘zero’.

Looking at the strategy’s key pillars (Planet, People, and Prosperity), we found a red thread. Umicore wants to be carbon-neutral by 2035, build a robust health and safety culture, and achieve equality across the board.

In other words, net-zero, zero accidents, and zero inequality.

Building on the concept of ‘zero’ we quickly came up with a catchy name that kept the concept going and summarized the ESG strategy in a powerful manner: Let’s go for zero. And to tie things together, we included the tagline: Zero regrets. Endless possibilities.

A STORY THAT RESONATES

When it came to storytelling, we continued the no-nonsense and straightforward messaging of ‘Let’s go for zero’ by incorporating a human tone and narrative that cuts out business jargon and complex KPIs, and instead focuses on what it really is about: the wellbeing of people and the planet they inhabit.

Spurred on by the motto ‘by aiming for zero, we really go all-in’, the teaser and launch video introduced the strategy to employees and external audiences with emotion, ambition, and a strong drive to create a better future.

STRIKING VISUALS

For the visual identity of the campaign, we developed and presented a design that was simple, sleek, and impactful, and could be easily incorporated in different formats.

We opted for a circle that encompassed the essence of Umicore’s SDG strategy: Let’s go for zero but also Umicore’s closed loop business model that enables the company’s ambitious strategy, as well as the emphasis on creating a resourceful future.

To add extra dynamic and the illusion of movement, we added transparent and glassmorphism to the design, and framed the circle so that it perfectly blends in, emphasizing that ‘Let’s go for zero’ is part of everything Umicore does.

To tie it all together, we opted for images and footage of real Umicore employees and stunning landscapes to drive home the key pillars of the strategy.

RESULTS

A MEMORABLE INTRODUCTION TO AN ESSENTIAL COURSE OF ACTION

The campaign successfully delivered a memorable name and striking concept that encapsulates the essence of Umicore’s ESG strategy and caught the attention of internal and external stakeholders.

SHAPING FUTURE BUSINESS PERSPECTIVE

The Let’s go for Zero narrative has been embedded into Umicore’s 2030 RISE strategy, becoming the backbone of the strategy’s sustainability pillar.

CREATING A RIPPLE EFFECT

Today, the campaign continues globally across all Umicore’s business units and informed Umicore’s Let’s Go for Zero strategic webcast.

A COMMITMENT THAT CONNECTS

By presenting Umicore’s strategy in a human and relatable manner, we were able to engage stakeholders with similar values.

A POWERFUL POSITION

Today, the campaign continues globally across all Umicore’s business units and informed Umicore’s Let’s Go for Zero strategic webcast. By choosing to present their ESG strategy in an accessible and emotive manner, Umicore positioned itself strongly as a company that takes the environment, society, and governance seriously.