QBE.
Employer brand
Problem.
QBE’s EVP was essentially done. The only thing really missing was the creative execution and… well, the actual proposition.
Thinking.
Insurance is all about being there for the ‘what ifs’ in life: What if someone steals my prized possessions? What if a natural disaster destroys my home? What is a global pandemic impacts my business? But we looked at ‘what ifs’ in a new way: what if I could have a career that supported me? That helped me chase new opportunities? That could see me have an actual positive on the world?
Let’s make it happen.
Idea.
Execution.
This was a celebration of QBE’s people. After a photoshoot in their Sydney offices, we also defined a visual style to help brief other photographers to capture imagery from the company’s global locations. Our copy invited everyone in, using more everyday language and key ‘what if’ questions to invite people in.
Outcome.
QBE had a strong, unified employer brand that didn’t just attract new people into their business, but also gave many of their internal teams a renewed sense of belonging.