Business Problem:
Sonangol, Angola's National Oil Company, aimed to strengthen its connection with the Angolan population. Despite its mission to harness and enhance Angola's energy, the company struggled to establish a close relationship with the communities it serves.
Consumer Problem:
Employees and the wider Angolan community felt a lack of connection and belonging, perceiving themselves as detached from the company's broader mission and impact.
Insight:
A national company should embody the culture, traditions, and identity of its people, reflecting their unique heritage.
Solution:
The "Origens - The People of Angola" project was developed to address these issues. This initiative involved creating a modern and engaging documentary that captured the customs, dialects, and traditions of all Angolan ethnicities. The project was a collaborative effort with anthropologists, ethnographers, journalists, and an award-winning photographer, aiming to provide a personal and immersive experience of Angola's rich cultural roots. It culminated in a significant public exhibition at Sonangol's headquarters and a deluxe limited-edition photograph box set, featuring images from the exhibition and a film documentary.
Consumer Goal:
Enhanced feeling of belonging and cultural pride, driving motivation levels and commitment upwards.
Business Goal:
This initiative helped bridge the gap between the company and society, the project also fulfilled its initial task of delivering corporate Christmas agendas, showcasing Sonangol's commitment to both its business and societal responsibilities.
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