Pernod Ricard Americas

Pernod Ricard was unifying multiple countries under one operating structure while key leadership figures were leaving. Communication was strained, teams across Latin America and the United States were disconnected, and the pandemic meant everything had to happen digitally. The goals: participation, sentiment, emotional ownership, culture.

I led the creative concept, the narrative, the visual direction and the activities: individual challenges and multi-team challenges mixing virtual and physical dynamics, clothing, poses, play. We also wrote a jingle the teams made their own.

We treated an internal audience with the craft usually reserved for consumers. Every dynamic gave people a role, not a message, so no one could stay a spectator.

For the first time, 100% of the team connected, and more than 60% took part in every single challenge. The success of the Andean project earned us the United States and Central America next.