VBC - Biocon

Biocon g2G creative journey

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Brief The objective Biocon has a diverse workforce and work culture. As a result, there are differences in aligning employees at low, mid and high positions to adhere to a uniform professional code of conduct in their day to day operations.

They want to create awareness about Biocon values and drive positive action through the ‘good 2 Great’ campaign for employees.

Problem Statement To motivate every employee to behave as per a certain benchmark

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Defining ‘G.R.E.A.T’ – A recap Go Getter: Follow through on commitments and promises. Don’t wait for things to happen; go out and make them happen.

Respectful: Care for your surroundings. Be thoughtful, attentive and comply to norms inside company premise.

Empathetic: Listen hard and live the life of another to appreciate or critique.

Mindfully cherish company resources.

Appropriate: Create a lasting impression. Represent Biocon positively in all actions and words.

Truthful: Grow, mature and learn from mistakes. Be sincere and factual in all actions and communications.

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Round 1

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Ideating Design Routes and Concepts Route 1 True change can only come within. It is easier to persuade someone to make a change—especially in their life-work culture—than to mandate such a change.

Armed with this insight, our first route seeks to inspire our audience. And since nothing is more inspirational than nature, we used panoramic images with specific angles and effects to convey the truth that lies within the behavioural traits that define GREAT. The shelf life of each poster can be increased by adapting them as screensavers for employees/stakeholders, helping propagate the message to all who may chance to view it.

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Option 1- Variation (Direct messaging)

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Ideating Design Routes and Concepts Route 2 Great people make great influencers. Especially when they live the philosophies they preach. Thus Mother Teresa is the epitome of empathy – her life is a testimony to this attribute.

Our route uses these great personalities, but with a very minimalist, smart approach. Since the objective is to make the reader think, we’ve kept it absolutely uncluttered—to the extent of not revealing the personalities themselves. This refusal to talk down invests the audience themselves with a higher degree of smartness.

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Ideating Design Routes and Concepts Route 3 Coffee is probably one of the best conversation enhancers in modern life. Route 3 uses this insight and injects a little wry humour to get the audience thinking, and acting GREAT. Ideally, these posters should live on as actual Coffee mugs on Biocon employees’ tables, provoking a smile and reiterating the message ad infinitum.

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Ideating Design Routes and Concepts Route 4 Graphic Design is also art. And when art communicates a truth, it cannot be ignored.

Route 4 takes a typographical approach to convey the essence of each GREAT trait.

Go Getter, for instance, metaphorically invites the reader to take an upward journey toward GREAT-ness; similarly the rest of the posters too will uncover and convey each element’s essence, memorably.

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Mock-up -Coffee mug

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Round 2

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Brief - Revised Creative The creative should have design elements that co-relate to Biocon as a (pharma) company - Tablets, test-tubes, DNA, Lab coats, Molecules, Biocon Blue,

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Ideating Design Routes and Concepts Revised campaign creative The DNA strand can be seen to be giving rise to a human figure, which we’ve created in a shape suggestive of Da Vinci’s Vitruvian Man to underscore the idea of perfection (The perfection of Vitruvian man’s proportions correspond to the ideals embedded in our employees)

As we go forward, we will continue subtly incorporate images that relate to the trait being highlighted

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Teaser

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Reveal

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Round 3

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Brief - Revised For the master slide Keep it simple and filled with one corner with a DNA structure

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SAMPLE IMAGES THAT YOU CAN USE – Shared by client

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Shared by client

Context note – being world class while healing the world

WHILE

Who are we competing against? Who are our competitors? Its about external benchmarks, ie., Global biopharmaceutical companies. Patients and doctors depend on you, your produts! With state of art infrastructure, right behaviour of people and meeting expectations of external stakeholders.

- Results vs efforts - Winning vs playing - Collaboration inside and competition outside - Disciplinary approach vs fulfilment approach - Sustained vs sporadic achievements Confidential | Copyright Š Velocita Brand Consultants Pvt Ltd

Ideating Design Routes and Concepts Revised campaign creative Structure based on that of molecules.

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Round 4

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Brief - Revised Individual attribute mailers content for G.R.E.A.T below: •Creative to have the dialogues between 2 people /callout route as agreed over call.

•Illustration to be used as a silhouette- with more focus being put on the text.

•The dialogues/callouts have to be educative ,simple and behavior related. Scenario e.g. Turning off the lights in the conference room after a meeting.

•Go Getter - Someone who completes a job/sees a job through despite obstacles or delays •Respectful- Being mindful of other's thoughts and opinions even if they differ from our own.

•Empathetic - Turning off the lights in the conference room after a meeting.

•Appropriate - Dressing formally to work.

•Truthful- Maintaining data integrity at the workplace

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Brief Revised Use the content on the slide with the same tree for the reveal mailer

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Revised campaign creative

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Round 5

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Revised brief Can you please share 2 samples of the mailer release of GREAT – with 2 tree samples.

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Revised campaign creative

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Revised campaign creative

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Round 6

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Revised creative

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Final teaser and reveal creative

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Round 7

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Revised Brief Layout and colour code of the G.R.E.A.T mailers to be ->

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Revised Brief Layout and colour code of the G.R.E.A.T mailers to be ->

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Revised Brief Layout and colour code of the G.R.E.A.T mailers to be ->

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Revised Brief Layout and colour code of the G.R.E.A.T mailers to be ->

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Revised Brief Layout and colour code of the G.R.E.A.T mailers to be ->

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Revised Brief Desired output shared by the client

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Revised creative

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Round 8,9,10,11,12,13…..

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Revised Brief

8-10 more rounds of content changes on the mailers……

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Final G.R.E.A.T creative

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Final G.R.E.A.T creative

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Thank You

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