You Are the Big Picture
When Aviva transformed its business, uniting several regional companies into one global brand, they made it their mission to put people at the heart of everything they do. So when Aviva developed its first-ever global campaign, it aimed to bring this message to life on a grand scale.
We were asked to produce You Are The Big Picture, a campaign to showcase individual recognition on the grandest scale possible. In six cities around the world, we sourced landmark buildings never used for brand advertising before, and wrapped them in giant portraits of Aviva clients, employees and stakeholders, each telling a unique story of how Aviva had touched their lives. The black and white images set against bright Aviva yellow, added a splash of colour and a human face to London, Paris, Singapore, Warsaw, Delhi and Mumbai skylines over a period of two months.
In each city, we also staged the people’s building, a week-long interactive projection event for the public. By uploading their own personal portraits via youarethebigpicture.com or Facebook, anyone could share the spotlight and see their face projected across a landmark building somewhere in the world: from Warsaw’s spectacular Palace of Culture, to the imposing Statesman House in Delhi.
In addition to the millions of consumers who saw the portraits each day or uploaded their photos online, the campaign was featured in over a 100 different media outlets, including The Financial Times, The Guardian, The Times, The Daily Telegraph, www.independent.co.uk, Grazia online, and CNBC.