Make Connections Grow
Client/Brand TBWA / Cargill
Campaign Make Connections Grow
“You don’t trust people until they have repeatedly done what they said they were going to do.”
After a heavy acquisition cycle in Europe, American agro-food company, Cargill, was facing a challenge with its workforce. It was finding that people were unwilling to work together as one team, sharing ideas and creating better solutions for its customers. Cargill saw its key differentiator as being its diverse workforce with its diverse skillset, so it was an issue that needed to be overcome.
TBWA Paris asked Connected Pictures to create a series of videos as part of a 9 month campaign to address these challenges. We broke the campaign into three parts. The first part directly addressed this challenges with open comments about what people really thought (see campaign trailer) and films on specific pain points such as ‘trust’.
The second part of the campaign then focused on some of the solutions that were appearing as the different parts of the company started to overcome its differences.
The third part then involved the clients themselves (including Unilever) to find out what their experience was, now that Cargill was united.
The campaign was an overriding success. So much so, that the following year Cargill decided to evolve it into a client facing campaign called ‘Redefine’.
Here is the second famine the series, focused on ‘Trust’.