When EPTDA approached us to develop a video message to describe their mission, they did not expect the usually animated cartoon we may find on corporate brands' homepages. Neither were they expecting deja-vu infographics with coloured numbers and percents popping up at the rhythm of some free rights tunes.
In fact, by bringing the board members together in a workshop (still remote at the time) we clearly understood what they didn't want to do. So instead of a classic briefing, we took notes of the stories of every single member, about his activity, the pleasure of affiliation and the strength derived from working together. So the authenticity and passion of the members in what they wanted to communicate led to a more human approach, and the need to film their working days but also their conventions.
From that point, the copywriter, strategist and creative director worked on putting together a storyboard to pin down the keywords of the final message.
When the storytelling was complete, we asked the workshop participants to choose a payoff from those proposed by Nick, our copywriter, and to give a rationale for their choice.
This is how 'Linking People, Driving Successes' became the first claim in the history of the association, bringing connected members from the four corners of the world into a clear and strong message that well represented the common spirit.
Having agreed on such pillar of the brand personality, the tone of voice, as well as the choice of speaker and the intention in reading the text, were delivered in few days.
The result is a visual manifesto, that aims of inviting industry leaders from all over the world to join an association capable of innovative choices, starting with its communication.