Fresh and unique animation launches global internal communications programme

The Challenge

GKN Aerospace, one of the world's largest and most successful engineering companies, had recently updated their code of conduct (The GKN Code) and approached Juice to create an internal communication announcing the fact.

Additionally, GKN had a requirement for a film that addressed an internal drive towards greater diversity in their workforce so that it better represents the ethnic and geographic diversity of its business interests. With operations in 35 countries and a workforce of over 44,000 staff they wanted a visual style that effectively deliver the key messages and engaged with a global audience.

The films were initially used as part of senior management events where the two internal campaigns would be launched. The films would then be made available to the existing global workforce to promote the initiatives, and subsequently be used as part of induction procedures for new starters. It was also envisioned that ‘cutdown’ versions would be used as part of recruitment initiatives and as part of online external communications.

Our Solution

Juice initially provided a selection of treatments to bring these two internal campaigns to life. After further development of the concepts GKN felt that the animation proposal best suited their requirements. Animation is a global language that allows unlimited possibilities for the depiction of scenes and scenarios. With such as diverse workforce it was felt this approach would be most representative of the business.

The first stage was developing an animation and character style that allowed us to depict the key messages and work as a global internal brand for these two internal communications. Simultaneously, Juice collaborated with GKN on the scripts to whittle down the information into viewer-friendly chunks that acted as adverts for the initiatives. Rather than trying to make the films the main source of information they acted as introductions to the subject matter.

The two projects ran concurrently for an animation production period of 8 weeks using a team of 5 animators. Following the creation of the English master versions we also created 6 alternate language versions in German, Italian, Mexican Spanish, Mandarin, Swedish and Brazilian-Portuguese. Subtitled versions of a further 20 languages were also created.

Project Images

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Project Films

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Silver Winner at Cannes Corporate Media and TV Awards Gold Winner at Cannes Corporate Media and TV Awards Evcom 2015 Evcom 2014 Autovision 2015 IoIC Award of Excellence 2014

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