A strong employer brand and engaging corporate culture are essential to employee retention. Workday wanted an internal-facing

campaign that would educate employees on which values and behaviors defined its culture. Our "Always, Sometimes, Never" campaign created three recurring characters in scenarios that deliver the messages without being preachy. Using the characters also freed us up

from having to choose gender and race, which would have been a minefield. 

 

Creative Direction: Cynthia Maller, Melanie Barna. Copywriting and storyline: Cynthia Maller. Illustration: Diana Cortina