Appreciation
Reward Gateway Edenred Campaign > VCCP 2024It’s not just about the pay anymore. Employees are demanding more from the companies they work for: care for their wellbeing, connection, inclusivity,empathy. And when they don’t get it, burnout, lower performance, and resignations are soon to follow. Yet most employee engagement solutions focus on the transactional nature of rewards and recognition, rather than the very people-centric problem they’re trying to address.
What makes Reward Gateway Edenred different? The power of appreciation. We realised that, by providing a total employee experience, the brand allows businesses to show their employees they’re valued not only for what they do, but who they are. Appreciation is a huge lever for business success. It enhances performance and productivity, and sets off a chemical reaction that increases dopamine and lower cortisol.
It’s also quickly passed on through a business, starting small but snowballing to transform a whole organisation.
From this insight our key campaign concept was born– Appreciation, appreciates.
An idea that captures the limitless human and business advantage of RGE’s offering.
RGE global brand campaign. Spencer Davies, Creative Director / Sophie Mullen, Senior Creative Copywriter / Video Production, Great Guns.
Since we were speaking to a deep human truth, the campaign’s visual style neede to have people at its centre, and feel emotive and intimate. At the same time, we also needed to convey the idea of appreciation ‘appreciating’, becoming greater and being passed on between people. Light projection proved to be the perfect tool. Taking cues from behavioural science, we created a suit of patterns, each one mapped to a specific emotion that
appreciation makes people feel – like butterflies for nervous excitement, or beautiful burst of powder for pride.
At a shoot we worked with a leading light-projectionist for film and TV, to project these patterns across the faces of our models. The projections moved between an across the them, showing the transformative effect of appreciation as it radiates through an organisation.
