at a glance
Danezis Stories is the strategic communications partner behind METRO's award winning campaign "The Values That Unite Us. The Stories That Inspire Us", a series of documentary style stories built on real workplace experience. Through field research and on-site interviews across stores, we identified true stories that turn values from statements into evidence. One of them is the story of Yannis in Xanthi: twenty years of loyalty to a company, returned when he needed it most.
Yannis grew up inside METRO. He built a family while working there and watched his daughters grow alongside his career. When the older one was accepted for a master's degree in Crete, the cost of supporting two daughters studying away from home landed on him at once. Through METRO's scholarship programme, her studies were secured. For Yannis, it is the reassurance that the difficult years are not carried alone. For METRO, it is evidence that commitment moves in both directions. Each film in the series works the same way. We identify a true story from the workplace, we document it with care and we structure it as an employer branding asset. It recognises employees credibly, it gives HR and Communications concrete examples of the culture, and it helps future candidates understand what it actually feels like to work there.
