De Beers Group wanted to develop positive behaviours around health and safety in their office and on-site teams. Building on insight from across the business, the first phase of our proposal was to build pride and self-worth in the teams, starting with individuals and their talents. To communicate diversity, individuality and value. From there, the campaign would move to protecting that value. De Beers Group people make life shine – let’s celebrate our people and protect each other.

My role was pitch direction and content, creative strategy, creative direction, art direction and copy concept/copywriting, workign with a small, tight team.