Sad offices, fake smiles, lack of diversity ... It was time to challenge visual representations of corporate offices on stock images websites. Morning and its ad agency BETC Paris unveil the "Alternative Stock Images'' campaign.
Since its launch, Morning reinvents corporate offices with beautiful office settings designed with collaborators in mind. But there was still a place where change about office design was long overdue: stock images.
BETC Paris and Morning worked together to identify and select the most searched office life images on popular image stock websites. Result: pictures that are too often very stereotypical in the employee representation (often through old white males at the foreground and women in the background) as in the office design (dull carpets, drop ceilings, soulless open spaces).
All these pictures were reshot identically - same framing, same situation.- but inside Morning locations. For this occasion, Morning's own employees became models and stepped in front of the camera to reproduce hundreds of pictures and show their vision of office life: more inclusive, less formal, more fun.
Olivier Aumard, Executive Creative Director, and Mathieu Laugier, Managing Director, both at BETC Paris, comment: "With this campaign, we wanted to give a new representation to corporate life with a Morning lens. It was also an opportunity to promote Morning's locations in an unexpected way to a larger audience."
The "Alternative Stock Images" campaign will be shared on Morning's own social channels but also by all of the company's employees.
Thanks to Morning, say hello to your new corporate office .
This professional campaign titled 'Alternative Stock Images' was published in France in October, 2023. It was created for the brand: morning, by ad agency: BETC Paris. This Integrated medium campaign is related to the Professional Services industry and contains 1 media asset. It was submitted 5 months ago.
Campaign: Alternative Stock Images
Brand Managers: Agathe Fouache, Helene Fernandez, Timothee Orlhac
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Nathanaelle Enjalbert, Kenza Mehloub
President & Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriter: Sebastien Duhaud
Art Director: Charles Dessaux
Assistant Art Director: Patrick Tkaczyk
Strategic Planner: Claire Bayet
Creative Resource Manager: Nathalie Sanseigne
Art Buyer: Thelma Fremont
Production Company: ALLSO