We've got your back

A new B2B BT

BT launched a new creative platform that’s defined by a new mantra for business in the UK. Pivoting to the business industry has repositioned BT, splitting it from consumer markets now covered by the consumer brand EE. To reposition, BT needed a new language that would help them go to market, to capture and inspire their customers in a whole new way. We’ve got your back is a new way of thinking, for businesses great and small, from small business and SME, all the way to enterprise and international – BT has your back, whoever, and where ever you are.

Launching this new campaign in 2024 would see us creating a new creative campaign that would educate staff across the country, reaching over 100,000 people across BT group in its major brands, including BT and EE. To compliment this new ATL campaign, our role in the internal launch of the platform would amount to a crucial launch moment that coincided with the ATL launch on TV and across media in the uk by adam&eveBBD on March 8 2024.

To launch this new sentiment and make it truly mean something internally, we produced content that really brought got your back to life, including a series of social content films and interviews with staff that spoke to the real transformation that BT enabled in their lives and careers – to photography that caught real lifestyle at BT across the country. The campaign included a new photographic treatment that brought BT people and personality to life, in a way that ripped up the rule book on art direction and BT guidelines. A production that included hundreds of portraits and lifestyle images, brought to life with messages that were designed to inspire people with a ‘We’re the…’ prefix, brining the achievements to life for BT.

Key HQ locations in Manchester, Birmingham and London were overhauled with creative livery, sticker artworks, posters and murals – peppering the new message everywhere, literally overnight in a secret redesign that would surprise staff on the morning of the launch.

The campaign landed brilliantly, internally and with the new ATL, landing the new approach and creating the right buzz, with thousands of staff simultaneously. The project coincided with the arrival of a new CMO, who was impressed and surprised by the effort and creative produced for this new launch moment.