CH&CO Group

Keeping it simple, stupid

After trying to come up with a number of ‘clever’ ideas, we got out of the way of our own egos and settled on a concept that was really pretty straightforward. We took the ‘&’ symbol from the Group company name and used it as a visual mnemonic to run across various channels and media. If a key aim for this project was to display the ideas of teamwork and partnership, and put the Group right at the heart of that, then using the ‘&’ as the linking device to bring singular attributes together to form a harmonious pairing seemed an effective way to deliver that.

Creating a buzz about belonging

We created a fast-paced short piece of film using the Group’s library of imagery. This introduced the campaign with some pep and became the centrepiece of their annual conference. To back it up we also created a series of activities to help break the ice at the conference and encourage people from different companies to get to know each other.

One of these ideas saw us produce a set of chefs aprons, each with a single word printed on them, and bringing in a load of huge helium ‘&’ shaped balloons. The idea encouraged people to go off and find a person with an apron which had a word which would work as a well-known food-related phrase around the ‘&’ when paired with their own.

Some were a little bit cheeky, others were more straight down the line. It did the trick and helped to get people moving, laughing and talking and created some genuine energy in the room.