Beyond Limits
BT had a perception problem. People saw a generic landline and broadband provider, not the company that helps educate millions of children and powers the emergency services. Our job was to help launch BT's biggest brand transformation in 20 years.
Client: BT
My role: Campaign design and art direction
A multi-channel campaign that built belief in BT from the inside out. We started with employees, building anticipation with teaser 'What if?' questions that asked them to imagine working for a purposeful, forward-thinking company.
Then, at a global launch streamed live from the BT Sport studio, we revealed that BT was the company they'd been imagining, with emotive films starring BT's own people as proof.
To kick off the new brand with a bang, we worked on a launch event at Wembley Arena, where local schoolchildren helped orchestrate a Guinness World Record-breaking drone show.
I was part of a cross-agency team that took the campaign from pitch to launch in a few months, working closely with Saatchi & Saatchi and Publicis.
Alongside the campaign, BT launched Skills for Tomorrow, a free online learning platform for everyone, from parents helping their children stay safe online to small business owners looking to grow.
Our task was to show BT's own employees that the platform was for them too, for both personal and professional development.
