Business Challenge: Kraft Foods Europe marketers and agency partners were stuck in rut, reinventing the wheel when it came to insights, competitive intelligence, creative, campaigns... due to a lack of communication and sharing of ideas or knowledge within the business across the continent. Project Brief: Brand a “social networking” style internal knowledge sharing platform for KFE's 600+ marketers and create buzz to captivate their imaginations about the upcoming launch. Design Solution: We developed “The Wire” as the place to connect with new people in new ways. “Your line to fresh thinking” reminds KFE's marketers to plug in to the latest activity and break down conventional silos. The branding acts as a visual metaphor. It literally connects person A to person B. For the launch we uncovered a witty and genuine brand insight about KFE's brand marketers... they're a bit obsessive about their jobs! We translated this into a 'brand obsessive' campaign idea to 'tease' then explain the benefits of “The Wire” platform and make light of this unique, shared trait in KFE's brand marketer's DNA. Capturing our audience hook, line and sinker!