Branding launch in a heartbeat
Client VGZ
Year 2019
VGZ is launching a new brand positioning that puts ‘meaningful care’ front and center.
That means: better care for patients, at lower costs—initiated and proposed by healthcare professionals themselves. The new tagline is: “With a heart for meaningful care.”
Scope of work Concept & music design
Performing the heartbeat in front of VGZ employees at HQ
Brief
Before launching this message to the public through a consumer campaign, VGZ wants to share it internally with its employees first.
Invite for the official launch
Solution
We’re introducing the VGZ Heartbeat: a rap set to the sound of a heartbeat, written by four artists.
The lyrics are inspired by real stories from VGZ employees, collected internally over the past year.
At four different locations, each rapper will perform the VGZ rap live.
At the end of the track, VGZ unveils its new tagline: “With a heart for meaningful care.”
Studio recording
VGZ heartbeat
The rappers invite the audience to contribute their own sound.
These submitted sounds form the basis of a brand-new beat—the VGZ Heartbeat—which is paired with the original rap lyrics.
The updated rap, featuring the new (heart)beat, will be shared with all employees through fun and engaging ways: a silent disco at the office and a downloadable ringtone everyone can use.
The (heart)beat
Awards
UK Employee Experience Awards 2019 Silver
Employer Brand Management Awards 2019 – Gold
in the category “Best Employee Experience” and “Best Communication of the Employer Brand to the Internal Audience”
Agency:
PROOF
Co creation:
Overhaus agency
Concept:
Krijn