Leaders Behind The Wheel

/24

Leaders Behind the Wheel is an employer brand storytelling campaign created for Yango Group, designed to humanize leadership and bring the company’s culture to life through real, on-the-ground experiences. The campaign places senior leaders directly inside Yango’s core services — literally behind the wheel — turning executives into participants rather than observers. By stepping into the day-to-day realities of drivers, couriers, and frontline operations, leaders share authentic, unscripted stories that reveal how decisions are made, how challenges are felt, and how culture is built in practice. The result is a high-impact employer brand narrative that bridges strategy and reality, leadership and teams, brand promise and lived experience.

Client:

Yango Group

Client:

Yango Group

My Role:

Head of Brand

My Role:

Head of Brand

Year:

2024

Year:

2024

Service Provided:

Web Design, Art Direction

Service Provided:

Web Design, Art Direction

Watch on Youtube

As Yango Group continues to scale across multiple regions and services, one of the central employer brand challenges was making leadership visible, relatable, and credible at scale. Growth brought complexity, and with it the risk that leadership could feel distant from the everyday reality of teams operating on the ground.

Traditional corporate storytelling often reinforces this distance by portraying executives as abstract decision-makers, removed from frontline experience. In fast-growing and operationally demanding markets, this disconnect can weaken trust and create a gap between leadership messaging and how employees actually experience the company.

The core challenge, therefore, was to reveal leadership authenticity without relying on staged corporate narratives, and to translate Yango’s values into lived actions rather than aspirational slogans. The campaign needed to speak with equal relevance to employees, candidates, and external audiences, while remaining sensitive to cultural differences across regions and markets.

At the same time, the format had to stay engaging, scalable, and unmistakably aligned with Yango Group’s brand tone — balancing credibility, openness, and clarity without losing momentum or impact.

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Designing Leaders Behind the Wheel followed a structured, collaborative, and iterative process, bringing together employer branding, PR, and leadership teams.

We worked closely with regional stakeholders and executives to define the campaign’s objectives, leadership profiles, and key cultural messages — aligning business priorities with employer brand goals.

The campaign concept was built around experiential leadership: leaders stepping into real operational roles. We defined the narrative structure, filming approach, and content formats to ensure authenticity and minimal scripting.

Executives participated directly in live service scenarios, captured through documentary-style filming. The focus was on natural reactions, real conversations, and genuine insights rather than polished performances.

Content was adapted for multiple channels — internal communications, social platforms, employer brand campaigns, and recruitment storytelling — ensuring long-term value beyond a single release.

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This campaign proves that authentic employer brand storytelling does not rely on polished messaging or corporate narratives. It emerges when leadership, culture, and everyday operations intersect — and when people are allowed to see how decisions, values, and responsibility look in real life.

If you want, I can now adapt this even further into a short closing paragraph, a quote-style conclusion, or a metrics-driven wrap-up for the landing page footer.