With its mission evolving and the company transforming, Novelis was confronted with communicating its paradigm-shift commitment – 80% recycled manufacturing content by 2020 – both internally and externally. Without cohesive execution, brand would diminish and the message falter.
We collaborated with Novelis starting with the company’s first employee magazine, One. By sharing and reinforcing corporate vision and accomplishments, the publication has produced brand advocates worldwide. Externally, we produced an awareness video promoting aluminum’s infinite recyclability, and continue to promote evercanTM, the first certified high recycled-content aluminum, with recent ads in The New York Times and The Wall Street Journal.
Audit: Discovery, Research, Marketing audit, Customer audit, Competitive audit/analysis, Audience profiles
Strategy: Key messaging, Digital strategy
Creative: Brand language, Integrated marketing campaign, Corporate communications, Product launch/promotion, Video