Saint-Gobain was running an internal communications campaign titled ‘together we are stronger’. Headlines was asked to produce a 60- to 90-second animated video to launch it and promote team work to its 16,750 employees and suppliers, partners and stakeholders. The video needed to highlight the organisation’s MacMillan charity involvement and educate, inspire and evoke pride.
Headlines created a light-hearted character animation to emotionally engage the audience and selected penguins in line with MacMillan’s mascot. The penguins had coloured accessories, reflecting the different business areas and demonstrating everyone’s inclusion. The animation simplified a complex message by combining voiceover, text, animation and a touch of humour. By making the audience smile and slightly tugging on the heart strings, it had more impact.
The video created an office buzz, with one employee knitting male and female penguins which were placed in and around the office, photographed and eventually had their own Facebook page. There was excellent engagement in the character and the campaign and the video created a real sense of belonging.