HOME ABOUT WORK PEOPLE CONTACT THE DARK SIDE OF TECH Technology has made a massive impact on our daily lives, but society is struggling to cope with its implications. The undeniable benefits have been accompanied by growing concerns over loss of privacy, and the increasing polarisation of information. Without the right advice, many people are struggling to adapt, and stay safe in the brand new online environment. PRACTICAL STEPS We worked with tech think tank Doteveryone on a new “digital health” drive to help people shape how we all use technology. Whilst almost every piece of communication about this stuff is scary and confusing this campaign is funny and simple, asking people to do a few easy, practical things in order to create a tangible effect. If people can just change one thing in their digital behaviour, that’s great. And if those people then tell some others to do the same, even better. #betterinternetter REAL WORLD RESULTS It’s early days yet but the campaign’s message has been picked up and amplified by a host of major news outlets, and boosted further through partnerships with companies like WeTransfer. Powered by Squarespace.

HOME ABOUT WORK PEOPLE CONTACT A CATEGORY OF CLICHÉS Air France was facing fierce competition from both low cost and premium airlines, meaning they have experienced a squeeze from both top and bottom. With category-generic advertising full of images of planes, stewardesses and holidays, consumers tend to think that all offers and all airlines are alike. Air France needed to find a way to (re)establish their premium positioning. SAVOIR FAIRE IN THE AIR France and ‘frenchness’ is globally synonymous with luxury and sophistication: from food to fashion, France is known for its savoir-vivre. The idea became: ‘France is in the air.’ FLYING HIGH The impact of the campaign was immediate and significant. The brand idea was embraced by the company as a whole, not only in terms of communication but also as a filter for new services and products. Since launch the brand image of the company has seen a significant boost in positivity across major markets (France +9%, Brazil +15%, Japan +23%, China +5%) and a significant increase in sales (Brazil +15%, Russia +20%, USA +10%, Japan +16.3%, China +23%). Powered by Squarespace.

HOME ABOUT WORK PEOPLE CONTACT PUTTING THE BEE IN BETC The French agency has installed six beehives on the roof of its building (which is located pretty much in the centre of the city), and has also recruited a beekeeper to look after the swarm. At the moment, the agency is not selling the honey, but offers it to staff and uses it in the breakfasts that its catering team prepare on-site. According to staff, the bees and employees live in harmony on the agency's roof terrace, but it does cause a stir when fully kitted-out beekeepers make their way through the building. Powered by Squarespace.