People People People
Our idea was simple, if we felt something when we heard the story, the audience might just feel it too. We had to get to something more profound. We took this concept to Giant Food, and with their blessing, began telling the stories of the people within the brand.
The Problem
Giant Food, headquartered in Hyattsville, MD, strives to be a Better Place to Work, a Better Place to Shop, and a Better Neighbor by putting people first. While doing this in action, they weren’t sharing it with their local community.
The Solution
When we heard a member of the Giant team talk about their philosophy – “People, People, People”, we had a moment of clarity. Giant needed to tell the stories of their people for not just their internal community but their external community as well. We sat behind the camera with associates from all walks of life, levels of success, and personal backgrounds to share their warmth, authenticity, and aspirations.
Making a company human. Shoppers and co-workers often just live on the surface with simple greetings and transactions. This series allowed us to dig below the normal and get to a place of vulnerability, allowing them to inspire others to overcome challenges.
Recruitment tool. As the “Great Resignation” impacted the brand, the videos were a tool used for recruitment. Prospects wanted to know who they were working for; this layer allowed the brand to show how much they care for their team members.
Sharing the diversity of a company was vital. It wasn’t about just highlighting individuals from the corporate office. We wanted the stories from the top but also the front lines. No matter where the individual was in their career path, Giant has been part of their journey to success.
Randall Hughes Creative Director
In the spring of 2020, we found ourselves pondering new ways to make content and the types of stories that meant something to us–connecting with real people. These stories are the outcome, but sitting with, listening to, and learning from these individuals has been life-changing.