How do you communicate generational diversity within a company?

With a format that lets people recognise themselves without feeling singled out. For Bimbo, The Millennials was created: a web series that tells, in a funny and exaggerated way, the story of generations merging in a work team, with its own concept, production and art direction.

Does a web series work as an internal communications tool?

Yes, especially for culture messages that need continuity. The episodic format builds anticipation, humour makes it easier to share and careful production lets it compete with the content the team consumes outside work.

BimboCase study

Bimbo, The Millennials: an internal communications web series

The Millennials is an internal communications web series for Bimbo. It tells, in a funny and exaggerated way, the story of different generations merging in a work team.

ClientBimbo
Formatinternal communications campaign

The challenge

The goal was to communicate the importance of having different generations in a work team. It's a message everyone agrees with in theory and that creates friction in practice: different ways of working, of communicating and of understanding priorities.

In an internal campaign like this, the challenge is to tackle a sensitive subject without preaching and without pitting one side against the other. If the message sounds like a reproach, every generation feels singled out; if it sounds like a slogan, nobody pays attention. You need a format that lets people laugh at the clichés without causing offence, that people want to watch of their own accord and that leaves one clear idea: teams work better when they bring different perspectives together. All while competing for attention with every other internal communication employees receive.

The idea

The answer was a web series that conveys, in a funny and exaggerated way, the merging of generations in a work team. The project covered developing the creative concept and the name, creating the web series, producing it and art direction.

It fits for three reasons. Humour and exaggeration defuse tension: when the clichés are taken to the extreme, everyone recognises themselves without feeling attacked. The series format creates continuity and anticipation between episodes, something a one-off memo can't achieve. And the name, The Millennials, puts the spotlight on one specific generation as a starting point for talking about all of them, which makes instant identification easier. It's internal communications in the language of entertainment, exactly what's needed for a culture message to be watched and talked about.

What we did

Development of the creative concept and the name: The Millennials
Creation of an internal communications web series
Production of the series
Art direction

Key takeaways (expert view)

If you need to talk to your team about a sensitive subject, humour and a series format give you permission to say it and the continuity for it to stick.

Humour for awkward subjects

Tackling how generations get along with humour and exaggeration lets you talk about the problem without anyone feeling accused. Laughter opens a door that a formal tone keeps shut. For any brand that needs to communicate a cultural change, well-judged humour doesn't make the message less serious: it makes it digestible and improves the odds of it being shared internally.

Series format, sustained attention

A web series builds a story in instalments and sparks conversation between episodes. In internal communications, where attention is scarce, continuity is an asset: people wait for the next episode instead of archiving the email. For companies with long-haul messages, thinking in serial formats works better than a single piece that's forgotten within a week.

The language of entertainment inside the company

Producing internal communications with art direction and the logic of entertainment content raises the message to the level of what the team consumes outside work. If you're competing with video platforms for your employees' attention, they're the ones setting the bar. It's the same logic as live content, applied to an internal audience.

Services involved

→Communications agency for the events industry →Live content →Live campaigns