One simple idea.Sixty-five markets.
My role
- Creative platform
- Global campaign development
- Creative direction
- Photography direction
- Global rollout toolkit
Global consistency. Local flexibility.
Sika had reorganised around vertical markets, creating an opportunity to unite the business behind a single creative platform. The challenge was to create an idea that could work across sectors, audiences and 65 markets without losing local relevance. It needed to unite the organisation while giving every market the flexibility to make it their own.
Global platform
Relax, it’s Sika.
Sika’s portfolio spans almost every stage of construction, from waterproofing and roofing to flooring, concrete repair and structural systems. We needed one idea flexible enough to connect that entire portfolio across 65 very different markets.
The answer was confidence, expressed through comfort.
When you know the products you rely on will perform, you can relax. So we made that feeling impossible to miss: a big, comfy Sika-yellow armchair, placed wherever customers rely on Sika every day.
One simple visual device connecting hundreds of products, applications and environments around the world.
Simple enough to work globally. Flexible enough to adapt locally.
Designed to travel.
The strength of the platform came from its simplicity.
One distinctive asset gave every market a flexible framework while maintaining a consistent identity.
Whether it appeared in advertising, social content, exhibitions or conferences, the idea remained instantly recognisable while adapting naturally to different audiences and sectors.
Results
The strongest proof of a creative platform is that people choose to use it.
It achieved 100% voluntary adoption across all 65 EMEA markets and is now rolling out across North and Latin America.
More than a campaign, it became a shared visual language across sectors, audiences and markets. Local teams took ownership of the idea, adapting it across OOH, events, social and internal communications, with some developing their own shoots and content around the yellow chair.
100%
voluntary adoption across EMEA
65
markets using the platform
