When Chevron approached us for a new branding campaign, our biggest obstacle was not awareness—people have long thought of Chevron as an oil company. Almost no one, however, thinks of Chevron as a company that gives back. We used this storytelling narrative to lend a little personality and introduce the world to Chevron’s impressive efforts—for example—to slow the spread of AIDS, protect an endangered species and provide microfinancing to entrepreneurs in developing countries.
