TNT needed a story; a story to engage and connect their 60k strong global employee base to presenting their past, current reality, obstacles and future vision. Consulting for The Storytellers, a behavioural change consultancy, Creative Chimps provided the creative lead on conceptualising, visualising and executing their story. This fed further into the development of teaser campaign materials used in their depots across the UK.
TNT’s brand strap line is The People Network. Incorporating this into the big idea behind their company journey, the message was: “each individual playing their part in the People Network in service of TNT becoming the unbeatable express company.”
This was visualised in the form of an interconnected, intricate machine system which symbolised TNT whereas the people network working with, fixing, and enabling greater efficiency of the machine symbolised each employee and their importance within company/on the journey.
Below shows the development of ideas into the final concertinaed story, including filmic posters putting employees at the heart of the campaign, employee top trump cards, advent calendar revealing hints at the company message and story to come and teaser to the TNT film which represented the company story as well as talking heads and colleague interviews.