Happy birthday Danone C.O.D.E.
Through its Leadership College in charge of enhancing the brand’s international values, Groupe Danone has in recent years defined the leadership attitudes that reflect the qualities and behaviors expected from its employees: Committed, Open, Doer and Empowered (C.O.D.E.). For the 5th anniversary of Danone’s Leadership College the group wanted to re-explain the company’s basic values and business model to the 200 top managers who act as the C.O.D.E. ambassadors outside the company as well as to all the Danoners.
Pixelis used the “Danone know-how” (following the C.O.D.E.) to recommend an ad campaign based on the relationship between behavior – individual or group – and business. To meet objectives, the agency designed an in-house magazine as well as an emotional video that emphasizes each individual’s interest in belonging to a movement, in particular via the headline “Be CODE, live CODE, act CODE” (or “Be and act, to CODE we belong”).
With this, value expression is for once not just conveyed by narrative content but also and especially by an engaging, conversational graphic environment.
The magazine and video were launched internationally in December 2013.