The problem:
Off the back of the renewed love for hero key workers during 2020, Veolia briefed in an employer brand launch film that celebrated their staff – but crucially, it couldn’t be cringe.
After several focus groups, one key insight stood out. Contrarily, Veolia’s staff didn’t see themselves in the Covid news narrative that labelled them “heroes”. Clock in, get on with it, clock out. They don’t make a song and dance about themselves.
So neither did we.
The answer:
With a smooth, playful voiceover that gave the brand identity a distinct personality, ‘See The World As We Do’ told an expansive story of everything Veolia do and romanticised the grind, without going the top.
Veolia’s workers finally had a message that represented them. As far as I’m aware, the film is still being used to this day, and it even picked up a couple of awards too.
