Every year SGС places banners with its employees in the cities of its presence. The purpose of this HR-project is to increase the loyalty of employees and to strengthen good attitude towards the company of the citizens of the cities of Siberia cities.

We needed to come up with such a concept of the 2018 campaign, which would make the employees real carriers of the brand and help to involve them into supporting a positive image of the company.

Everyone wants to be on SGС banner

Everyone wants to be on SGС banner!

Every year SGС places banners with its employees in the cities of its presence. The purpose of this HR-project is to increase the loyalty of employees and to strengthen good attitude towards the company of the citizens of the cities of Siberia cities.

We needed to come up with such a concept of the 2018 campaign, which would make the employees real carriers of the brand and help to involve them into supporting a positive image of the company.

Everyone wants to be on SGС banner

Our concept assumed the semantic development and strengthening of the brand's general slogan general slogan – WE ARE WARMING THE CITIES. We decided to show, who exactly is behind this – real people who, every day with their usual work, warm entire cities.

An indicator of a successful HR project is the sincere desire of people to participate in it and even compete for such an opportunity. And we succeeded, because instead of ordinary posters from the series “residents of our city” we decided to make banners in the style of magazine covers or movie posters, where SGС employees act as a her - close-up, with a reflection of emotion and character.

SGС announced the contest “Persons Who Warm Up” among its employees, inviting them to send their photos and record a video with a story about themselves. The contest received a big response: a lot entries appeared in social networks with the hashtag #IwantToBeOnBannerSGС.

The winning employees were awaited by a professional photo session, for which we developed recommendations in accordance with the concept. The photos formed the basis of more than 30 banners that were installed on the streets of Siberian cities.

The concept, its implementation and the response of the staff gave a synergistic effect. A real flash mob has begun, which continues to involve more and more people. SGС employees became real stars – everyone saw and recognized them in their hometown.

They gladly took pictures on the background of billboards and uploaded photos on the social network. The result exceeded all our expectations: thanks to such a hot, sincere response from people, the campaign turned out to be really warming for all its participants.

Creative team
Art-director Andrey Chigarev
Copywriter Anton Borisov, Yulia Bibisheva
Designers Olga Samofalova, Yuliya Kargina
Kirill Andreev
Project Manager Anna Dokunina
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