When DuPont tasked our group at Ogilvy to develop a 'Big Idea' campaign to showcase their commitment to ensuring global food security, we gave them 'The Global Collaboratory'. We enhanced the concept using photography from National Geographic, video shot in Brazil, China and India, even a BBC science-based program called Horizons. DuPont has successfully moved beyond its long standing reputation as a chemical company and is now at the center of the conversation, using the power of collaboration to meet the food security challenge.