WeWork’s brand team launched the Boldly Me, Proudly We global campaign for Pride 2019. I partnered with the social team to activate the campaign in the UK. We filmed a video I concepted and project managed, interviewing four WeWork employees/members of the London chapter of Pride of We (an employee group empowering the LGBTQIA+ community at work).
My goal was to translate the campaign’s core message of celebrating individuality powered by community and package it in a meaningful narrative from an employer brand perspective. One of WeWork’s strengths in employee experience is its approach to inclusion and diversity, consistently rated highest by the team on platforms like Glassdoor and Great Place to Work®. The video highlights what it means for employees to bring their authentic selves to work and how WeWork empowers them to do that.
The narrative focuses on “redefined labels”. There’s no need to limit self-definitions to sexuality, gender, ethnicity, nationality, age, or beliefs—the WeWork team is only as vibrant as the individuals who are part of it, and they are empowered to define themselves.
Video: Connor Reidy (WeWork)