Each of these short films first premiered on BBC World News, a commercial satellite feed that originates (but does not air) in Britain, so each film was subject to UK laws and regulations – widely accepted to be amongst the world’s most stringent compliance processes.

Every film was rigorously reviewed by the industry examiner, Clearcast, to ensure it was compliant with the UK Code of Broadcast Advertising (BCAP).

Any and all claims, whether made by DuPont employees or independent third parties, had to be substantiated. It was not enough for an Indonesian farmer to assert he had enjoyed '30% greater yields', nor was it acceptable for the Chief of the Philadelphia Fire Department to say his men 'deserved the best' and had 'been getting the best' – we had to prove it with independent research and scientific studies. Each 2 minute story was broadcast in place of any other advertising in every half hour episode of Horizons with a clear 'Advertisement' watermark appearing at the top of the screen 3 separate times every airing for a combined total of 15 seconds.

Over 5 months, the team filmed Horizons season 1, visiting 18 countries, profiling 44 companies, and interviewing over 150 people. Season 1 of Horizons explored emerging global issues and companies who are shaping the way humankind will live over the next decade. Stories of Inclusive Innovation were created to appear during the series’ commercial breaks and also aired across YouTube. The campaign’s first global summit, the Global Collaboratory on Food, was held in Delhi and strategically coincided with the series premiere, naturally integrating broadcast with events.

Finally, the digital microsite and social media extensions launched alongside the series premiere, providing viewers with a dynamic hub to further connect with the program’s content.Throughout production and execution, we mitigated budgetary challenges with nimble production models and packed calendars. One month in early 2011 we produced 4 half-hour episodes of Horizons, 3 short documentaries, launched a website and convened an international summit.

For the Target Audience:Each short film was programmed to fit into the larger theme of the respective TV episode. ie. TV episode discussed retrofitting housing, then was matched with a contextually relevant short film focusing on affordable flat pack housing.Each film contains a human face. This mandatory element is included to win the attention of a mainstream audience and bring home the benefits of science-led solutions. Anecdotally, this has consistently been cited as the ‘secret’ of the series success in quantitatively impacting awareness and consideration for the brand (see below).For the Brand:A quantitative pre/post survey of Business Decision Makers in 6 countries revealed awareness increased by 10%, reputation increased by 13%, consideration by 5%, recommendation by 10%, and recognition (seen/read/heard) by 8%.Overall, the Horizons campaign had a 4:1 multiplier of value vs cost. The short films were the brand-specific proof points in this wider campaign, providing tangible examples of DuPont’s successful collaborations with third parties.The production process cemented relationships between DuPont and key customers. Upon release, the short documentaries have received 2.1m YouTube views and are reused by DuPont salespeople everyday to win more business in the field.