'The Pro-team' by CBC for GEA Process Engineering

The client
GEA Process Engineering is a division of the GEA Group, headquartered in Germany. The division is represented in more than 50 countries and has approximately 4500 employees. Denmark serves as the headquarters for the GEA Process Engineering's marketing and HR activities. GEA is one of the leading stock-listed industrial groups in Germany.

GEA Process Engineering develops, designs and sells production plants for the dairy, brewery, food, pharmaceutical and chemical industries and is the world leader in process engineering within these industries.

Insight
The marketing and HR headquarters for GEA Process Engineering are based in Denmark. To avoid the 'Not Invented Here' syndrome, the creative solution could not come across as headquarter diktats.

Employees are spread geographically, but have to pull in the same direction. And vision and values can't be empty talk or management promises - actual deeds must illustrate the words.

Idea
A graphic novel approach was used. The campaign is built on a cast of comic strip characters whose real-life adventures demonstrate what the division's values mean in practice and appeared in comic strips in employee newsletters and posters.