# Feather Turbine Ads The Dow Chemical Company Campaign is Imaginatively Whimsical By Meghan Young | Published 2012-03-30 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/dow-chemical-company-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/dow-chemical-company-green-roofs-smart-devices-wind-turbines-bread-quiet-train/) & [draftfcb](http://www.draftfcb.com) The Dow Chemical Company campaign may seem surreal, but it deals with some very real products and services, which benefit people and societies greatly. The ad campaign shows the various outlets that use Dow solutions. For instance, they are applied to the production of 95% of the world's smart devices, effectively turning everyone into Einsteins. They also make turbines light like feathers. Conceived and executed by Draftfcb, an ad agency based in Chicago, the Dow Chemical Company campaign shows that this organization betters people's lives both practically and imaginatively. By [appealing to imaginations](https://www.trendhunter.com/trends/canva-spotlights), the ad campaign provides a happy vision of the world that will put smiles on faces. A fun series of [print ads](https://www.trendhunter.com/trends/3d-billboards), the Dow Chemical Company campaign was art directed by Derek Julin with creative direction by Ron D’Innocenzo. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 83% | Activity: 70% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Imaginative Advertising:** Disruptive innovation opportunity: Exploring creative and whimsical approaches in advertising campaigns to engage and captivate audiences. - **Smart Devices Market:** Disruptive innovation opportunity: Developing advanced solutions that enhance smart device production to meet the increasing demand in the global market. - **Lightweight Turbines:** Disruptive innovation opportunity: Creating lighter and more efficient turbine designs to improve performance and reduce energy consumption. ### Who This Affects Most - **Advertising:** Disruptive innovation opportunity: Integrating imaginative and visually striking elements into traditional advertising methods to create memorable campaigns and generate customer engagement. - **Electronics Manufacturing:** Disruptive innovation opportunity: Developing innovative solutions to streamline the production process and improve the quality and efficiency of smart devices on a global scale. - **Renewable Energy:** Disruptive innovation opportunity: Researching and implementing lightweight turbine technologies that maximize energy production while minimizing environmental impact. ## Related on Trend Hunter - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [AI-Lead Car Ads](https://www.trendhunter.com/trends/Be-Surreal-Be-Ford.md) - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md)