Grow my Impact
The Brief
A people strategy nobody could see.
Vodafone cared about its people's future. Its people hadn't noticed. Performance and development programmes were landing as process, not as proof, and employees had stopped connecting their own growth to the company's. For a business staking its ambition on its people, that gap between intent and perception was the problem to close.
The Solution
Give people a reason to want the leadership message
Close the gap on screen. We took the strategy on the boardroom slide, become the leading telco by investing in your people, and built it into every frame. Impact launched the new approach to performance in under four weeks. Skills followed with its own look and its own energy. The comms didn't describe the strategy. They were the strategy, in action.
A people programme that lands as admin is already over
Vodafone was investing in its people at scale: Grow my Impact, Grow my Skills and Grow my Career, three global programmes built to show every employee where they fit and that the company would back their development. The ambition behind them was to become the best-in-class telco across Europe and Africa.
The problem wasn't the programmes. It was how they arrived. Performance and development comms came the way they always had, by email, from HR, and were treated accordingly. Impact and Skills were launching months apart into that habit.
Every one of those programmes lives or dies on day-one uptake. If people don't click through, the investment behind them, and the leadership story it was meant to tell, goes unseen.
Impact had four weeks from first conversation to final film. Skills had to follow as family, without feeling like a repeat.
Living Text
Our Approach
Talk about their future, not the company’s programme
Start with the audience’s question. Performance frameworks talk about company goals; the trailers talk about yours, and why they matter to where you go next. That flip is what turns an HR announcement into something people lean into.
Then lose the stock corporate look. No desks, no handshakes. Living text pulls the most important words off the screen; fast cuts, glitches and static give the films an edge you don’t expect from a telco.
Impact set the pace: visual treatment, script and final film in four weeks, built shoulder to shoulder with Vodafone’s comms team. Skills inherited the energy and found its own aesthetic, mixing living text with stock and internal Vodafone footage, so the resemblance is clear without the two blurring together.
Both end the same way. Here’s what’s coming. Here’s where to find it.
Key Project Assets
Impact Launch Trailer
A short, punchy film kicking off Vodafone’s new approach to performance and goal-setting, built on movement and energy rather than people at work, delivered end to end in under four weeks.
Skills Launch Trailer
A sixty-second, youthful and energetic film positioning Skills as a key learning and development pillar, with an aesthetic of its own that still reads unmistakably as part of the family.
Shared Visual Language
A system of living text, pace and texture that lets each programme look like itself while telling employees these launches belong to one promise about their future.
Impact
Both trailers landed as intended: energy where employees expected admin, and a clear route to the detail. Vodafone’s comms team got the feel they had set out for, on a timeline that left no room for second attempts.
Project Insights
From HR announcement to anticipation
The hardest part of any people programme isn’t the design. It’s the first thirty seconds of attention, when employees decide whether this is for them or for HR. Impact and Skills show that a launch treated like a release, with energy, edge and a reason to care, earns that attention where a memo never will.
They also show what a family of launches can do. Two trailers, one visual language, and employees start to see the pattern: Vodafone keeps turning up to talk about their future. That consistency is the message.
End-to-end creative, from visual treatment through scripting to final delivery, in four weeks. Working with the skilled team at Vodafone let us land a high-energy, high-impact result on a tight turnaround, then do it again with a look of its own.
We Are Tilt
