Engaging employee with D,E & I ambitions

At the heart of the campaign was a distinct and ownable campaign theme and strapline to be used whenever the company talks about its D&I activities and ambitions. Informed by employee insight, we worked with Asahi to create ‘Shine as you are’ – promoting an inclusive philosophy where everyone is given the opportunity and support to thrive and prosper in their own unique way. ‘Shine’ also represents a metaphor for the rising sun (“Asahi”); a symbol of hope for a better future, every day.

We created a kaleidoscope-inspired visual identity and logo lock-up; a campaign ‘branding’ that gives D&I initiatives at Asahi a bold, bright and consistent look and feel designed to inspire recognition and recall among colleagues. We also crafted a core campaign narrative and launch film to explain the sentiment behind ‘Shine as you are’ and convey Asahi’s diversity and inclusion beliefs and ambitions in an emotionally-impactful way.