Global Competition Honors DuPont™ Sorona® and Polysaccharides in Advertising Category
DuPont Biomaterials announced today that design collateral for its renewably sourced fiber, Sorona®, and pre-commercial innovation in Engineered Polysaccharides, Aurist™, were honored with two awards in the Graphis Photography Annual 2019 competition in the advertising category. Through its global award programs and other showcases, Graphis recognizes and promotes the work of exceptional talent in design, advertising, photography and art/illustration. Sorona® was named a “Gold Winner” in the global competition for a series of photographs in a carpet application. The Aurist™ image was awarded an honorable mention.
“Gold Winner” – Advertising Category
As DuPont™ Sorona® looked to launch their latest campaign in the carpet industry, it needed visuals that would bring the elevated brand to life. The result was highly conceptual photography that featured suspended carpet and models in an abstract and intimate way. The photographs were taken by photographer RJ Muna with art direction from Brownstein Group associate creative director Adrian Castillo. Bold and provocative, the imagery is unconventional for the carpet sector, helping to evoke a sense of luxury and sophistication that differentiates Sorona® in the market.
“Honorable Mention” – Advertising Category
Photography for products in the DuPont Biomaterials portfolio of solutions was also recognized, including Aurist™, a pre-commercial Engineered Polysaccharides. This nature-based, customizable, high-performance solution embodies the message of “engineering inspired by nature” — renewably sourced without compromising performance or value. The dress in the photo was specifically created to reflect the message of biomimicry and how nature can be transformed into everyday life.
The creativity and imagination of these campaigns help us to fundamentally shift how audiences view our products and ignite impactful conversation around these brands,” said Renee Henze, Global Marketing Director for DuPont™ Biomaterials. “The beautiful imagery not only elevates Sorona® and Aurist™ among existing and potential customers, but also challenges traditional marketing approaches and raises the bar in their respective industries.”
Sorona® is derived, in part, from renewably sourced plant-based ingredients, allowing for a decreased dependence on fossil fuels and reduction in greenhouse gas emissions. In addition to sustainability, it offers unique performance benefits including: superior softness, stretch and recovery, and moisture management. As a multipurpose fiber, it can be used alone or combined with synthetic or natural fibers for different benefits and endless options. Sorona® is one of the first 11 products approved to use the United States Department of Agriculture (USDA) new product label on certified bio-based products. It also received OEKO-TEX® Standard 100 Certification, the most stringent Class 1 certification.