Pimp My Brand When Art help a 150 years old company trigger emotional engagement!

1. PIMP MY BRAND!Corporate Rebels Jam 26 June, 2015
When art helps a 150 years old
company trigger emotional engagement
Presented by
Jenny (CEO-Paris) & Diane (MD - Geneva)

2. It feels good to fall
in love…

3. to encounter free souls
& inspiring people

4. it uplifts us,
it makes us dare,
it gives us back the hope,
it connects us to
who
we really are.

5. it our lives
& makes us move forward

6. So let’s fall in love
…
again, a lot, often

7. in the boardroom, the
training, the meeting
room, the factory

9. Our mission
todisrupt the corporate world
with artists to fall in love with
& vice-versa

10. Our rationale
Business is a force for good
& Art is a force for freedom.
When the two meet….

11. Corporate Legacy®
Jenny Gadenne
Founding CEO
in Paris
Diane Sifflet
Managing Partner
& bees lover in Geneva
Pete Willis
Managing Partner
& witty Brit in London

12. Ok.
And concretely?

13. CLIENT: DECAYEUX Group
- European leader on their market
- Mailbox, security doors, safe
- 600 staff, 63M€ turnover, 30% export.
- HQ & main factory in Northern France
- Subsidiaries in the UK, Germany, Morocco, Poland,
Hungary, Bulgaria
CLIENT’S NEEDS:
- Gear up stakeholders perception of the brand
(external & internally)
- Unveil company’s DNA & ‘’heart’’ values
- Instill pride in staff
-> trigger brand empathy

14. METHODOLOGY
- 6 months of crowdsourced conversations with client’s staff, clients, suppliers
& partners
Deliverable: The Anti-Report, comprising: whispers & cries ( 8 headers),
puzzle & awe (2 headers), mind-values & heart-values.
- 2 creativity sessions with staff
Deliverable: The Secret Brief
- 1 artist selected amongst our pool (350 artists) to work on the secret brief.
His mission: to create a mystery artwork that embodies client’s DNA
Deliverable: original Artwork (hung at the main factory)
- 2 corporate events: unveiling to staff (June 5, 2015) & unveiling to the market
(Nov. 2015 during Batimat, international tradeshow)
Deliverables: PR campaigns, communication material (movie, prints for
clients, etc.), social media campaign

16. The movie :- )
https://drive.google.com/open?id=0BxT9nvj5nj3NfkZGNUF4R
WJ1SUpBa3J5OGw3NV9oMTBPZUJTcE9HcmtkRFV0SzA2U25M
Nnc&authuser=2

18. • We were relentless …
• We challenged the status quo…
• We broke the rules…
• We help the Unsaid to be told, loud…
• We sneeze to spread the (management) innovation virus…
• We planted seeds of tribal energy …
• We did our job with no fear…
• We pushed the client to do Good
• We were good, because we were our true selves
• We uncovered the unnamed qualities, those which is about
emotions, heart, love…
And our client went along ! They dared !
Our clients are rebels too…
Oh yes, Corporate Legacy is a Corporate Rebel ….

19. PIMP MY BRAND!
When art helps a 150 years old company trigger emotional engagement
Corporate Rebels Jam 26 June, 2015