When Initial’s team told Top Banana they wanted a video to drive home their company values, we took them literally. Our research told us the best way to speak to Initial’s audience was by relating the values to different types of cars.

We produced a Top Gear-style programme, interlaced with examples of some of the values in action. The fun approach embodied the spirit of the company and aided memory retention. The result has been an upturn in internal awareness. Employees understand how the values relate to their job roles, and know what is expected of them as individuals.