Storytelling concept of Anton Paar's brand commercial "Together we Measure the World"

1. Together we measure the world.
_
Max Sommer
Version 1
Anton Paar Image Video Storytelling-Concept

2. THE STORY
CONTENT AND Voice-over
We want to understand the world. Its beauty. Its flaws. Its value.
This may seem like an unthinkable task.
Developing our own ideas for better solutions instead of following beaten paths – this is what excites us. Challenging the
status quo is the first step in striving for the highest quality possible – this is what we do.
Endless curiosity and the fascination for exploring the unknown have made us the world leader in density and
concentration measurement, rheometry, material characterization and the determination of dissolved CO2
.
Anton Paar develops and produces highly accurate laboratory and process instruments, and provides custom-tailored
automation and robotic solutions for customers worldwide. A global distribution and service network ensures long-term
partnerships based on trust and reliability.
Our solutions integrate seamlessly into our customers’ working environments. Each component is produced with the
highest precision. Innovative measuring principles are constantly optimized. Intelligent user interfaces simplify workflows.
Creating tools you can rely on, that give you freedom and a clear perspective – this needs change-makers.
People who are prepared for challenges, who fail, learn and succeed. People who are passionate and care. About their
work, their clients and society. People who work together and think the unthinkable. Because sometimes you have to run
before you can walk.
This is how we understand things better every day.
Its beauty. Its flaws. Its value.
Together we measure the world.

3. DESIRE COMPLEXITY
UNIQUENESS
MAIN CHARACTER
THE HEART OF THE STORY
For the company
Anton Paar it’s desir-
able to: make things
measurable, explore
the unkown and serve
clients with cutting
edge products, which
give them freedom an a
clear perspective
The complexity of the
character lies in the
urge of permanently
challenging the status
quo instead of following
beaten paths.
In everything we do, we
harmonize hand heart
and head, in order to
ensure the best quality
possible – always.
The company Anton Paar

4. PLACES
SHOW DON’T TELL
For the image spot, it’s important to choose video shoot lo-
cations wisely: Places where the unique spirit of Anton Paar
is intensely perceptible, where our expertise and know how
becomes visible and where employees can truly express
themselves. Places are:
– The demo lab
– The production hall (laser sinter, lapping area, CNC machining area
– Offices in the Ankerstraße building (calm places where ideas are born)
– The assembly hall (Bonding area, electronical production)
– Export & Shipping

5. PLACES
SHOW DON’T TELL

6. PLACES
SHOW DON’T TELL

7. PLACES
SHOW DON’T TELL

8. PLACES
SHOW DON’T TELL

9. PLACES
SHOW DON’T TELL

10. PLACES
SHOW DON’T TELL

11. PLACES
SHOW DON’T TELL

12. PURPOSE
THE ADDED VALUE OF THE STORY
The purpose of this image spot is to get a good picture of the company group
Anton Paar, the products and services as well as the values on which the com-
pany is build. The approach is to well balance facts and figures and to emotion-
ally move the viewers of this video.
Anton Paar is much more than the sum of its goods and services – Anton Paar
is unique because of its great people. They are key success factor for the com-
pany’s continous economic prosperity. The video will not only draw a picture of
the business, but above all of the people.The aim is to not only show what we
do, but more importantly how we do it.

13. PLOT
STRUCTURE OF THE STORY
HOOK JAB
HURDLES
ASK
ACCEPTANCE ANSWER
OPENING MIDDLE END
HOOK:
JAB:
ASK:
ACCEPTANCE:
ANSWER:
HURDLES:
We want to understand
the world
Great people build great
instruments
Is it possible to understand the
world?
Not following beaten paths and
permanently challenging the status
quo are key success factors
People who are prepared for chal-
lenges, who fail, learn and succeed.
People who are passionate and
care. About their work, their clients
and society. People who work to-
gether and think the unthinkable.
Understanding the world seems like
an unthinkable task

14. Together we measure the world.
_
Max Sommer
Anton Paar Image Video Storytelling-Concept