Goodman Masson - The Happy Workplace
Case Study
The Brief
Goodman Masson wanted a brand film that reflected how seriously they take staff wellbeing — without resorting to corporate clichés or surface-level messaging. The challenge was to communicate values in a way that felt human, credible, and emotionally resonant.
The Idea
Rather than asking employees what they do, we asked a more fundamental question: What do children dream of becoming when they grow up?
The expected answers — doctor, nurse, footballer, astronaut — never arrive.
Instead, children speak about how they want to feel:
“I want to be happy.”
“I want to be kind.”
The film reframed success not as job titles, but as values — directly mirroring Goodman Masson’s internal culture.
The Execution
Directed by Victoria Taylor, the film combined cinematic composition with restrained, honest performances. By letting children’s voices carry the message, the storytelling remained simple, emotional, and disarmingly direct — turning an abstract cultural idea into something universally understood.
The Result
The film resonated strongly in the marketplace, becoming a standout example of value-led brand storytelling.
It was awarded at the Brand Film Awards, and helped position Goodman Masson as a company that genuinely lives the values it promotes — not just one that talks about them.
