Challenge

Neste is a leading renewable diesel company committed to finding raw material sources of diesel. Despite their global presence, Neste has been present in the Singapore market for 10 years. In comparison, they are overshadowed by the likes of Shell and ExxonMobil.

At a time where the category is facing criticisms of ‘greenwashing’ and false claims regarding their commitment to climate change, the company wanted a new identity to reflect its growing emphasis on sustainability and decarbonization efforts to appeal to new graduates.

Approach

We positioned Neste as a frontrunner in the race to protect the environment that would have its own distinctive presence and that small actions add up driving massive impact.

We put the spotlight on the aspirations of our target audience – how they can make a difference to their careers while being part of a higher cause – we positioned them as the Difference Makers. We created an entire paper art illustration design system in order to communicate its role as a trusted leader, fully engaged with building a brighter future, as well as a hand extended to future employees to do the same.

The result — over 4 million impressions delivered and overachieved the hiring target for Neste in the year.