Over 1m cans of sparkling water were distributed free as part of the Infinite Ideas in Aluminum campaign.

Corporate Advertising

Hydro needed a new message to communicate its dramatic change in becoming a focused aluminum company.

Ken helped shape the Infinite Ideas in Aluminium campaign explaining the new focus of the integrated aluminum company, using 1m cans of sparkling water with key messages about the material’s sustainability.

Messages included Forever Young about aluminum’s 100% recyclability and Energy Bank about how aluminum reduces the carbon footprint of products such as cars and buildings. While advertising was important, what made the campaign so successful was tight integration between theme, message and execution in all aspects of Hydro’s communications.