Initially there is a name, then a logo and finally a brand platform. Sometimes, the latter disintegrates and makes us forget the distinctive elements of the company or the product... Before getting to that point, several actions are possible: reappropriation of the base line, (first) corporate speaking out or even a change of name. So many actions intended to make a brand (re)take off, as GMF, Airbnb and Paris Aéroports (ADP) prove! 3. GMF Sunday May 1, the French insurer launched a new communications campaign with a 45-second corporate film. An institutional positioning which reaffirms GMF’s “definitely human” baseline by featuring “committed” individuals and professionals. Produced by TBWA, GMF's agency since 2007, this “long” video according to current codes, resonates like a manifesto against a backdrop of moving music. According to the insurer's communicators, this campaign aims to reinvent the communication territory to emerge...
Top corporate campaigns for spring 2016
