NTT DATA was merging all their worlwide business under the same brand. Up until then, it acted under different brands such as Everis or Itelligence.
Strategically, we pushed for an approach that would take into account both current employees and external targets such as clients, prospects and analysts.
The “Grow as one” idea made it possible for everybody to draw the benefits they could get from the unification: employees would see “grow” as the promise for better professional opportunities, while clients and prospects would see the chance for business development.
The “as one” factor would work on the human side of NTT DATA, a company with a Japanese background that prouds itself of a very human approach to business and relationships.
Creatively, a contemporary dance in a working-like scenario with a very diverse range of characters and situations would give us the perfect metaphor to express the brands values while stepping away from the industries most usual and commonplace communication codes.
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