Challenge

Existing collateral for VINCI’s Retail & Interiors division represented the glamour, pace and commerciality of the retail industry. However, research showed that CSR is a key business driver for the sector – a focus aligned with VINCI’s own strong commitment to social and environmental responsibility.

Solution

A new creative direction steered away from images of glossy shopping malls – instead, images represented ‘inspiring futures’, with children able to play, feel the sunshine and enjoy an undamaged environment. The concept was underpinned by the promise ‘Let’s do something extraordinary’. Key messages focused not on VINCI’s well-recognised ability to deliver excellence in construction, but on the visionary and innovative ways the company stays true to its ambitious CSR objectives.