Re-launching an iconic brand

In 2018, to prepare for the transition to its new brand identity, BT launched its first brand campaign in six years to reinvigorate the BT name and capture the hearts and minds of customers, stakeholders and employees alike. Centred around its ‘Be There’ brand platform, the campaign aimed to make the invisible visible, by highlighting the breadth and depth of BT’s offering and celebrating its unique position – helping people around the world be there for what matters most.

We worked with BT and their partner agencies to deliver a seamlessly integrated programme which galvanised BT’s people around the brand campaign and translated the external messaging in a way that resonated with an internal audience.

Our creative approach worked in harmony with the external campaign; activating the paper aeroplane device used in the consumer adverts (by AMV BBDO) to develop an internal-facing brand narrative and creative execution.