BE UNREASONABLE CAMPAIGN
Client24/7
CategoryCreative Services
Year2017

Our work for 24/7 is heavily influenced by the nature of its workforce, most of whom are young graduates who work in shifts. In this context, communication depends more on how information is being presented, not just what information is being said. Which is why, we have focused on creatives that are catchy without being loud, minimal but clear, and emphasising both copy and design.

‘Be Unreasonable’ was an overarching internal campaign in 2016 by 24/7 to be seen as a technology company, not just a BPO.
To convey this message, we used people like Steve Jobs, Wright brothers, and even Dashrath Manjhi to describe how ‘unreasonable’ determination could change lives. Through this, we were able to subtly and effectively foster pride among employees for the organization.

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