When SABIC launched their new brand premise in January 2012 it was designed to introduce not just a refreshed route to market, but a new way of thinking for the company. For the brand to take hold it needed to be owned from the top – so we made this short film in which CEO Mohamed Al-Mady tells the story of SABIC and why the new brand makes sense today. This was the first time the CEO had been interviewed in this style, providing unrehearsed answers to spontaneous questions. The film was shown at SABIC’s global brand launch events, inspiring employees and partners all over the world.
A brand film with an honest and candid CEO interview at its core.