Diversity and inclusion
Ursus asked for a diversity and inclusion campaign and handed us the key on the first day: the projects its own employees had started. Two campaigns followed, one inside the company and one at a festival.
The cameras went to headquarters and into the breweries, along the production line and into the offices. Women in the team and colleagues who wear glasses, rarely seen in beer advertising, were at the centre. They talked about their work in their own language, at their own stations, and the manifesto that came out of it has no PR vocabulary.
The second campaign, “Ambasadorii Diversității”, moved to Nibiru festival, where Ursus prepared the festival's biggest accessible beer garden. Alex Tache, who creates content and pilots an electric wheelchair, went through the festival with Tedy Necula, from the gate to the stage and the bar. Members of the Ursus project team joined them on camera, sitting in wheelchairs themselves.
Everything was posted by the two ambassadors, with humour and no speeches. In 30 days the posts gathered 1,253,489 views and close to 80,000 interactions. Ursus got a public conversation about inclusion that it did not have to start on its own.
The detailed case study for HR teams is on employer-branding.ro
NECULA Agency creates, produces and implements video campaigns. Employer Branding