Agency Clipatize wins tender for video promoting BASF's new social campaign "Care for Water!".
"Care for Water!" is a new initiative by BASF conducted under its corporate social responsibility program. It is estimated that about 70 percent of the world's water resources are used by agriculture and the food production sector. The campaign aims to broadly educate those working in the agricultural industry about responsible water use and environmental protection.
Clipatize wins BASF tender
Agency Clipatize was selected following a tender process initiated by BASF in June of this year. As part of the project, Clipatize will produce a video to promote the campaign "Care for Water!" online. The campaign, along with advertising activities, will launch in autumn this year. The initiative is targeted at audiences in Poland.
For our client, it was important not only our past achievements and competencies, but also the fact that our agency’s philosophy aligns with the B2B sector. We are very pleased, as this is another major international organization that has placed its trust in us — says Mara Puacz, Content Director at Clipatize.
The BASF project is not the first CSR campaign in which Clipatize has participated. Previously, the agency produced the video More Smiles in Poland, as well as a film for The European Aluminium promoting the social initiative Essential Aluminium.
Concepts in the article
B2B — Business-to-Business. A business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, and expert-level content and proposals.
Why it matters: Requires different communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing is about knowledge and trust, not impulse.
When used: When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).
Risk of neglecting: Treating a business client like a consumer results in campaigns that shine but fail to get past the purchasing department.
B2B — Business-to-Business / firm-to-firm. A business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, proposals, and expert-level content.
Why it matters: Requires different communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing is about knowledge and trust, not impulse.
When used: When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).
Risk of neglecting: Treating a business client like a consumer results in campaigns that shine but fail to get past the purchasing department.
Summary
The "Care for Water!" campaign is part of BASF's CSR activities. Its goal is to educate the agricultural industry about responsible water usage — the food and agriculture sector accounts for approximately 70 percent of global water resources. The promotional video will be produced by agency Clipatize, selected in June’s tender process.
For Clipatize, this is another CSR project following previous work for The European Aluminium and the "More Smiles in Poland" initiative. Mara Puacz, Content Director at the agency, emphasizes that the selection was influenced by the alignment of Clipatize’s operational philosophy with the B2B sector.
