Beyond Limits

BT needed to change public perception. People saw them as a generic landline and broadband company, rather than an innovative company that educates millions of children and powers emergency services to help save lives. Our challenge was to help launch BT’s biggest transformation and brand campaign in 20 years.

This was a huge multi-channel campaign that built belief in BT from the inside out. We focused on BT’s employees first, building anticipation with teaser ‘What if?’ questions, asking  employees to imagine working for a purposeful, forward-thinking company.

Then, during a global launch streamed live from the BT Sports Studio, we revealed that BT was the company they were asked to imagine – with emotive films starring BT employees as proof.

To kick the new brand off with a bang we worked on a launch event at Wembley Arena, working with local schoolchildren to orchestrate a Guinness World Record-breaking drone show to celebrate BT’s commitment to going ‘Beyond Limits’.

I was part of a cross-agency team delivering the campaign in a matter of a few months. From pitch to launch I worked closely with Saatchi & Saatchi and Publicis Poke .

Beyond the campaign, BT launched ‘Skills For Tomorrow’ as part of their commitment to helping the nation go ‘Beyond Limits’.

Skills For Tomorrow is a free online learning platform for everyone. From parents helping their children navigate the internet to small business owners looking to grow. Our task was to show BT employees that they too could use the platform for both their personal and professional development.