Group Campaign

To announce the group’s new CI and carry the vision inside it to a wider audience, the campaign was built around an epic film drawn from the CI symbol itself. The meeting of Round and Square became the storyline: a leap into a new future, horizons widening as it goes. The TVC anchored a world that extended outward into out-of-home, bus and elevator wraps, and advertorials.

Advertorial

Two planets meeting in space: fusion, collision, and the birth of a new civilisation, staged with the invention of a science-fiction film. Spare, suggestive lines then set the expectation that something about the brand was about to change.

Elevator Wrapping