Sustainability was the winner when facts and fiction translated Bayer’s climate initiative into emotionally moving motion pictures. The film emotionally and authentically consists of two complementary narrative threads in which children’s paintings are interwoven with examples of climate projects.
In the future only companies who integrate sustainability into their core business will survive. With this in mind, Bayer AG launched a comprehensive and integrated program on climate protection utilising the company’s core competences. Just a few kilometres up the river Rhine, facts and fiction made use of its core competences and produced a film to translate Bayer’s climate initiative into emotionally moving pictures.
Shareholders at the AGM, potential investors, and various press representatives were the desired and expected target groups. The film was also aimed at Bayer employees worldwide whose own information cascade is an active part of the climate protection programme.
The most important, credible and authentic message of the film is the recognition that Bayer itself is also part of the problem, which is why the company is committed to being part of the solution. With immediate effect. The film had to tackle two communicational challenges: first, it had to clarify how Bayer could contribute to the essential aspects of the programme by making use of its special competences. Secondly, the seriousness of the topic and potential reservations at its reception required authentic and emotional handling. The result of this was the film ’Klimawandel’ (Climate Change) consisting of two complementary narrative threads. The first thread features children from three continents drawing pictures on the topic and sharing their worries about the future of the planet combined with a clear appeal to the adults to “Start doing something!” The children’s drawings do not only lend the film depth and emotion, but also emphasise the importance of the film’s second narrative thread in which examples of projects present the most important aspects of Bayer’s climate protection programme.
In this way the two narrative threads are interwoven with each other. The drawings are animated to create smooth transitions, which – backed by dramatic sound collages – enhance the effect of the children’s appeal and add to the suggestive power of the film. Clear structure and narrative flow form a symbiosis here.