Dignity wanted to highlight the benefits that new technology and better connectivity would bring to staff as part of their ‘Good to Great’ transformation programme. It had to communicate in a reassuring tone to bring people on the two-year journey and make sure that their people around the country felt included.
Our client chose a comic book look and feel for an animation, using commissioned illustrations drawn onto the frame to show potentially difficult situations. These were then replaced with alternative illustrations of the better working future with all issues resolved.
We used a map of the UK, with the illustrations popping out from this to show their people across the regions. We also mixed their old and new brand colours to mark the difference between 2019 and the future ‘Great’ scenario of 2022.
The animation was launched at a conference and then at roadshows to reach employees across the country. The results and tone were just what they had hoped for with the client saying: “It helped articulate the aims of the transformation programme in a clear and easy to understand way, cutting through the chatter and rumours with tangible examples that colleagues were easily able to relate to.”