Ingredient brand purpose
Purpose film
Gemalto is the world leader in digital security, their clients include 3000 financial institutions, 80 governments, 350 banks in 192 countries.
Brief: Communicate to global C-suite why Gemalto exists and what they bring to the world. Tell the story in a differentiating way but at the same time create an asset that lives beyond the film so it can be used to communicate anything on any platform, online or offline, work across all business verticals globally in nine languages and increase employee engagement.
Tricky bit: They have great case stories but aren't allowed to tell them.. Apple, Amazon and many high profile clients refuse to be mentioned.
Solution: Turn the white square in the logo into a story telling device.
Turn the case stories into questions. We don’t get the answer till the end where it becomes clear that Gemalto is the name behind all these amazing stories.
The digital security market is conservative, complex and serious. This idea features colour, people, human energy and warmth. The modular format enabled cut downs and new cases to be added when needed.
According to the brand guidelines the O in the logo represents the World and the white square inside represents ‘security in the world.’ This was the origin of the white cube asset which glued the campaign together. It was used for the brand book, intranet take over, online banners, DM eDM, screensaver, internal posters, purpose leaflet, sales pack, events, company Christmas card and more.
At the global internal launch meeting each pile of 20 brand books made a white cube.
The film featured 70 white cubes, Gemalto has 70 offices globally. Each office was sent a cube. Staff were invited to write their own purpose on the cube and share it by upload a photo onto a "mission wall' which was displayed on the intranet and receptions. 3000 employees, 25% of global staff uploaded photos and the campaign won an engagement award.
First-time visitors to the gemalto.com landing page see a quick time lapse interstitial of icon wall being built. Wall quickly becomes interactive. Click on the cubes to see the purpose video or see/read the case stories. Capacity for 70 case stories. The sales force was invited to populate the landing page with compelling case stories thus closing the gap between marketing and sales.
MPUs
Intranet take over on launch day.