#ThrowbackThursday – A Total Result

25.06.2020

In the spring of 2015 Guerilla received a call from Paris asking us to pitch for a critical business project for none other than energy producer and provider Total Global. Total Global is the world’s 4th-ranked international oil and gas company and a major player in low-carbon energies. The scope of the brief involved designing, managing and producing a comprehensive range of communications to communicate the group’s financial results in the September of 2015.

We quickly decided to throw our hat in the ring and pitched our design ideas to the Senior Vice-President of Investor Relations and his team of elite international Analysts. The client made it abundantly clear that the winning agency would not only have to deliver an exceptional creative solution, but management and deliver the business-critical project to extremely tight time scales.

The project was to communicate Total Global ‘Outlook & Strategy’ in an engaging and informative way. The announcement of financial results is always a time critical and crucial affair, but in this case the challenges were even greater as Patrick Pouyanné, chairman and CEO, would use our presentation designs to present the financial results live to the word. There was literally no room for Mr Cockup to come galloping through the St Pancras Hotel in London and interfere with Mr Pouyanne’s presentation. Everything needed to be 100% precise from the designs through to delivery of the presentation!

Illustrating how Seaward get emotional about electrical safety

The Strategy:

Our brief was to create a much more and interactive presentation platform to engage internal and audiences across the globe. Due to the fact that the data presented had to be pulled live from data bases we needed to achieve distinctive design style that could work across design friendly and restrictive software interfaces. For this reason, a major challenge that our team soon found was that our client stipulated that were required to use PowerPoint for the main presentation. It must be said at this point that there some PowerPoint design lovers out there that can do wonderful and amazing things with the windows package, but to our designers using PowerPoint filled just filled them with complete dread.

Our solution was to create an umbrella strategy taking the core elements of the Total brand and then applying it carefully across PowerPoint, after affects and InDesign. But then still recognising that that we still didn’t have the in-house skills to master and push PowerPoint to the limit, we then headhunted the Tsar of PowerPoint Marcus and introduced him to our client. The project involved working early and late hours at Totals office in Cary Wharf and as it turned out the biggest problem that our chain-smoking guru had was navigating the eighteen floors down, he needed to go for a cheeky (not so) quick smoke.

Outcome:

Building up over months and on a warm night in early September team Guerilla delivered the communication designs to enable Total Global to communicate the 2015 strategy & outlook communications. Patrick Pouyanné presented our designs to the world through using a cohesive suit of our PowerPoint presentation deck, short film creation and supporting printed design materials.

#ThrowbackThursday – A Total Result

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