As pioneers in their industry, De Beers Group recognised that to maintain its leading position it needed to transform to match thescale and pace of global change and build a resilient culture whichwould sustain its success today and in the future. We devised a strategy that would prompt a change in mindset and engage colleagues no matter where they were – whether in offices, retail locations or remote mines.

Through an animated microsite, we invited all employees to explorewhat the strategy meant to them at an individual level. Using gamification, colleagues were given the opportunity to create their own avatar – an interactive online version of their future selves - which prompted them to identify the skills and expertise they wished to develop to embrace new ways of working and advance their careers within De Beers Group. Colleagues were then directed to online learning resources and were incentivised and rewarded for completing training modules with added extras such as virtual treasure which allowed them to enhance their avatars.

My role was creative strategy & concept, creative and art direction, AI & UX, copywriting & content. I worked alongside a developer, an animator and a consultant who acted as account/project manager.