LEADERS’ MEETING2006

CREATIVE BENCHMARK

HIGHLIGHTS

1. We only had room for an idea, and I’ve ended up with a simple, yet genius, one!

2. We were able to concisely communicate the importance of each attendee and also the event main purpose, using only standard meeting materials.

3. The project was adopted by the Client as a Creative benchmark for its subsequent pitches.

CHALLENGE

HSBC Bank hired a north-american consultancy to help them build, through the active participation of their national leaders, a Leadership Role Model.

A pitch was set up to define a Creative environment for the meeting, from the main theme to its collaterals, establishing the right mood for the stimulation of the attendants.

DEVELOPMENT

The strategy to make it happen was to create a

theme that reflected the objectives of the meeting and also involved the attendees, letting them see themselves

as “part of the show”.

EXECUTION

To reflect their importance in the development of the new role model, the eye of each

attendee has been photographed and used in the composition of the logo that was printed on their personal

materials.

EXECUTIONAt the end of the meeting the participants faced a giant panel

with the meeting’s logo, now built up with their own eyes.

RESULTS

✓ The meeting successfully achieved its objectives, being the Leadership Role Model defined.

✓ The presented project won the pitch and was also adopted by the bank as a Creative benchmark for the subsequent requests.

creative plannerROBERTO FARIA

www.robertofaria.com