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Martin Homent
Martin Homent / Creative Director
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Tribe

Brand Warriors

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Problem—

Brand Ambassadors, who represent brands at events and activations, are offered by many agencies and are are seemingly the same smiley happy people, so how can this staffing agency stand out from the crowd?

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Strategy—

Tribe had always referred to their staff not as Ambassadors, but 'Brand Warriors' and also had an impressive training programme for them. The opportunity was to turn this point of difference into a brand with attitude.

 
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Idea—

Brand Ambassadors merely represent brands, but Brand Warriors fight for them.

 
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Setting the tone—

For the art direction, real staff were shot to embody a strong and confident warrior with a makeover inspired by real tribe warpaint with the markings, shapes and colours of well-known brands. The copy was given a healthy dollop of confidence and determination.

 
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