JTI – Find Our Way

As JTI Romania’s employer branding agency, pastel took on several of internal and external communication challenges, starting with their first major project, OUR WAY, an internal communication campaign for the new organizational culture.

Employing gamification, we introduced the “Star of the Day” concept, engaging 1400 employees through newsletters and a quiz, inviting them to a photoshoot event. Six employees were to be selected as brand ambassadors.

Over 15% of employees participated in the quiz, with 35 randomly selected to attend a dedicated event. The event included activities like a photo session, Barista Show, and a diction course, which also served as a competition to select six brand ambassadors. The resulting video featuring the ambassadors and directors is now broadcasted on JTI TV.