Task: 

The core objective was to create fresh, visually appealing communication that captures an associate’s individuality, not only within the workplace but also outside, so they are encouraged to share what makes them “them”. The campaign aimed to foster a sense of community, pride, and well-being among employees by showcasing their passions beyond the workplace.

Challenges and Actions:

Challenge #1: Platform agnostic comms. 
This was the first time we were tasked with creating a campaign centered around personal employee stories and hobbies with the added objective of having it showcased not only on internal comms channels but also on corp comm channels externally. This presented a dual challenge of authentic storytelling while adhering to clear brand guidelines.

​

Action:
To address this, we received detailed information from ACG's team and enhanced it into a compelling communication story. We collaborated closely with ACG’s communications teams to ensure the campaign aligned with the company’s values and messaging. Our design team followed through with the ACG’s brand guidelines to create a cohesive visual language that would resonate with the audience while maintaining the brand’s identity.

​

Challenge #2: Execution
Balancing the vibrant personal imagery with the corporate design standards posed a unique challenge.

Action:

Our approach involved meticulous curation of high-quality visuals and quotes that highlighted employees’ passions. We integrated these elements with inspiring landscapes and a clean layout to ensure a professional yet relatable aesthetic. This ensured that the designs met the brand’s expectations and effectively communicated the campaign’s message.

​

The "#LifeBeyondWork@ACG" campaign successfully achieved its objectives and became a round-the-year campaign:

• A high number of associates are willing to participate by sharing their hobbies and stories globally. 

• The campaign fostered a stronger sense of community and pride within the organisation.

• Positive feedback from employees highlighted increased engagement and a renewed appreciation for ACG’s commitment to work-life balance.

• The vibrant and aspirational creatives received accolades for their innovation and alignment with ACG’s brand values, with multiple reposts and positive engagement on LinkedIn as well as their intranet. 
   

Overall, the campaign not only enhanced internal communication but also reinforced ACG’s brand as a caring, collaborative, and progressive employer.