A well-known quote with a fresh spin. During campaign creation, we used one of the most famous movie lines of the 1980s – “E.T. calls home”. However, since Fpt is an IT company, we exchanged E.T. for IT. The resulting pun “IT calls home”, in connection with a catchy visual identity, managed to get into the subconsciousness of not only our target audience, but of the employees themselves. Not only did it bring brand recognition of Fpt as a strong IT employer in the region, but presented the environment, projects, benefits and salaries in an attractive job.