the dyneema project

PROJECT DESCRIPTION

Dyneema® is the world’s strongest lightest fiber, produced by DSM, a global science-based company with 25,000 employees and annual sales of around €10 billion

Its exceptional properties have made Dyneema® indispensable for high-stakes industries: offshore, maritime, safety, military and law enforcement, medicine etc., with annual sales exceeding €300 million. Super Stories was asked to position Dyneema® in a new domain: fabrics.

Until then, the remarkable story behind Dyneema®’s discovery and long road to market was largely untold. Through in depth conversations with those involved, I, as a Sr. Creative Producer & Writer at Super Stories in Amsterdam, discovered a heroic story that involved multiple co-inventors, happy accidents, quantum technological leaps, commercial innovations and a few experiments that under current regulations would be considered safety violations. At Super Stories, we developed The Dyneema® Project: a 360-degree approach to positioning, branding and lead generation. Not only connecting to the market (through dialogue and sales), it would be a platform for engaged storytelling that showcases product innovations by a generation of trailblazers who are building on Dyneema® legacy.

I was in charge of production & writing and, working with Creative Director Peter van Rhoon, developing a creative content strategy. Compelling short documentary films – backed by relevant and attractive Facebook and Instagram pages – quickly found a growing audience. Meanwhile, Trailblazers Magazine, an annual B2B publication, was distributed in print at the most relevant tradeshows and gatherings, featuring in-depth profiles of those experimenting with the world’s strongest fabric. Global PR ensured engagement with the distinguished consumer-base of The Dyneema® Project. And with an intriguing booth design, the storytelling became physical at the largest outdoor tradeshow in the world, Outdoor Retailer.