À la Une
L'agence en 6 projets
L’intranet d’Allianz France
A Kitchen remporte l’appel d’offre lancé par Allianz France pour la refonte de son Intranet.
L’agence revoit entièrement le graphisme, l’ergonomie et la ligne éditoriale de l’outil. Recentrée autour des actus « chaudes » du Groupe, lequel compte plus de 10000 collaborateurs en France, la plateforme interne devient un outil personnalisé.
Allianz a choisi de faire évoluer son Intranet par étapes afin de pouvoir l’adapter à tout moment aux besoins des collaborateurs.
La 1ère plateforme collaborative du secteur bancaire
BNP Paribas IDEAS est imaginé, créé et développé par A Kitchen. L’objectif : associer les utilisateurs à l’innovation dans la banque.
L’internaute peut tester en avant-premières les applications, sites web et autres supports digitaux de la banque. En outre, il peut engager des discussions sur la banque de demain: voiture connectée à sa banque, virements via les réseaux sociaux, dématérialisation des tickets de caisse… Ces idées peuvent être commentées et soumises à un vote.
Bref, avoir des idées, c’est bien, les partager, c’est mieux!
La ligne édito Facebook de BNP Paribas
A Kitchen gère la page Facebook de BNP Paribas depuis 2014.
Nous y proposons de recentrer le discours de la fan page sur l’ADN de la marque : la diversité des offres.
L’innovation est notre 2ème axe de travail. Nous proposons de créer une charte graphique dédiée Facebook, dérivée de la charte digitale BNP Paribas.
En filigrane, chaque post mis en ligne répond à un objectif : faire converger la ligne éditoriale de la page avec la cible de Facebook.
Le nouveau site de la Licra
A Kitchen est choisie pour revoir la ligne éditoriale du site, son graphisme, son ergonomie et le développer. L’objectif : construire la vitrine qui permettra à l’association de porter la voix de l’antiracisme en France.
Sans négliger la dimension historique de la Licra, nous optons pour une structure simple et un graphisme moderne mettant en valeur un calendrier des grandes échéances antiracistes, les actus de l’association et sa présence en ligne et sur le terrain. La plateforme digitale permet également à chacun de faire appel aux services juridiques de la Licra.
Quindici en cinemagraphs
Dernier né des restaurants de Julien Cohen, Quindici, situé dans le 15ème arrondissement parisien, avait besoin d’un site web pour vitrine digitale. A Kitchen propose de jouer sur le nom du restaurant et la diversité de ses espaces de vie pour créer un site moderne et original.
Nous créons 15 cinemagraphs, des vidéos qui se répètent en boucle pour mettre en valeur chaque lieu – le restaurant, le traiteur, la cave à vin, l’épicerie et le take-away. En fonction de l’heure de connexion, une de ces 15 vidéos apparaît.
My Internet Project
My Internet Project propose aux internautes/citoyens de prendre en main de manière active et participative la lutte contre les propos haineux sur le web en partageant les discours de tolérance.
Grâce à un bouton installé dans le navigateur, l’internaute peut surligner et partager sur une plateforme web et les réseaux sociaux les discours positifs qui le touchent. Et ce sans jamais quitter sa navigation.
Opening of a Vine account for BNP Paribas
To celebrate the opening of the BNP Paribas Vine account, A Kitchen made videos to illustrate the various banking transactions you can achieve in 6 seconds.
How can a bank communicate on Vine ? Vine offers many more constraints than the two other main social networks.
We decided to shoot films of flash banking transactions that can take place in only 6 seconds. Services and innovation are once again front and center, as it already was in the Facebook campaign shortly before. How can you edit a bank statement in six seconds using the « My Accounts » application ? How can you order a cheque book in 6 seconds ? The live action videos were posted on Facebook, and allowed BNP Paribas to be among the first in their sector to show their presence on Vine.
Renewing the BNP Paribas Facebook page
in March 2014, BNP Paribas came to A Kitchen with a clearly identified mission: there was a need for relevant and coherent content, and to rethink the way services – which are the brand’s DNA – were presented. Finally, all of this needed to find the adequate, modern and imaginative, means of communication.
We proposed to radically refocus the editorial line of their Facebook page on the brand’s DNA : the diversity of services. We decided to stage this diversity visually, by bringing together 2 or three offers that met the same need in a single post. We also staged the release of those posts according to a systematic time schedule: the “tips of the day” were released once or twice a week, the “stat war”, “single-choice poll” or “word of the day” once to twice a month.
Our second main line was innovation. We offered to design a specific graphic charter for Facebook, based on the BNP Paribas digital charter.
Each class of services had its own pictogram and each post its own graphic design. We also wanted to highlight the offers that were specifically adapted to the target, at the same time as to deliver a message in line with the identity of the brand.
A Kitchen has been managing the fan page ever since April 2014. Our objective is that each posts targets the specific Facebook audience, while respecting the editorial line of the page.
Animated computer graphics for your smartphone’s insurance
Mobileo is a mobile device protection insurance product. For its promotion campaign on the BNP Paribas website, A Kitchen opted for computer graphics.
Computer graphics are ideal for a didactic approach: pictograms and graphs highlight the advantages of a services in a visual manner, without the usual constraints of time or space. It is particularly efficient when the animation follows a clear outline relying on impactful taglines, and modern graphics. The first step was therefore to define our editorial line. The second step consisted in a thorough graphic research. This tool and its art direction had to be adapted to the BNP Paribas website as well as to the Hello Bank website. Now all we needed to do was build the html 5 animations. The computer graphics met with a huge success in-house, and Mobileo has become one of the BNP Paribas website’s most visited pages.
Switching bank with a simple Hello
A Kitchen created Hello Start, a tutorial video designed to make administrative procedures simple for Hello Bank’s brand new customers. Hello Start is one of the bank’s arguments to assert its positionning. Just say Hello.
Co-op students and digital media
A Kitchen imagined two digital devices targetting students alternating full-time work and studying, who are a special focus for many companies’ HR services in France.
Video coverage – we made photo reports covering the life of co-op students alternating between their working time at BNP Paribas, and their time at university. The objective was to promote those « co-op » plans on Facebook, and highlight the working conditions at BNP Paribas, but also to make this first work experience appear less daunting. The reports, including students’ quotes, were posted online, and gathered on a single platform, thanks to a plugin we developped on that occasion.
The 24h co-op experience – BNP Paribas’ very high-tech concept store, located avenue de l’Opera, Paris, hosted the 24h co-op experience. This event gathers several hundred co-op job applicants. With the help of digital artist Taprik, we provided students with an app to make their own digital graphic creations using their smartphone just like a spray paint can. Their creations were then printed and posted on Pinterest, and we ran an online contest to reward the one which drove the most «likes ».
An Employer brand campaign for BNP Paribas
BNP Paribas is a global brand, and naturally communicates on various digital media. If there is one brand pillar that is the common denominator to all those media, it is applicant guidance. That was the message that A Kitchen wanted to highlight in the global campaign we provided for the Employer Brand team of the Group. We imagined a video clip to give a visual expression to the brand’s DNA, especially designed for the audience of their pre-existing digital tools, particularly that of social media.
We made several versions of a video entitled « Laissez-Vous Guider » (« Let yourself be guided»), to fit various types of media : a 30-second « short cut », a 1-minute version, and a « Director’s cut ».
A Facebook plugin recreating the atmosphere of the film and its making-of, illustrated the commitment of the Group to its appliquant guidance pillar. A Pinterest board was also created around the film, which was shared on all the Group’s websites. An ad hoc communication plan was developped, with banners on job-boards and interstitials on mobile applications. The film, used as a multimedia communication tool to deliver a common employer brand message, was taken up in 2013 and 2014 and broadcast on recruitment exhibition stands.
BNP Paribas Careers meets Pinterest
BNP Paribas is present on most social networks. The bank asked A Kitchen to develop a campaign on this emerging network as soon as 2012.
We offered to start with typographical boards: one for each letter of the Group’s name (B, N and P) and then to supplement them with art photographs of the main cities in which the bank is present. Those moodboards were not the heart of the plan, but they showed a wish to have a simple approach of this new medium. The heart of the plan lied in interviews of BNP Paribas employees. We asked several employees about their interests, and then asked 5 simple but offbeat questions, which called for offbeat answers. These interviews appeared as single images using contemporary graphic codes, in line with the BNP Paribas charter. Later on, we went on to develop the tool with a more elaborate typographical approach .
An event website for the National Conference Against Poverty
8.5 millions: that’s the number of people who lived in precarious situations in France in 2012. This figure was at the heart of the device/instrument we provided to the Federation of Associations for Solidarity (FNARS) on the occasion of the National Conference Against Poverty.
The video medium was at the core of the website we designed, with a video clip inspired from Bob Dylan’s Don’t Look Back video: men and women silently showing cardboards inscribed with a few words on their experience to the camera, over a Nina Simone soundtrack .
Developped in responsive design, the website also included the written version of all those testimonies.
We decided to use huitmillionsetdemi.fr (eightandahalfmillion) as the url, which guaranteed the website a good search ranking. It was also a good teaser for people who were not aware of that figure, and an easy web address to memorize for those who already knew it.
The website was extremely successful, and the video clip was screened at the opening of the Conference.
Launch of the BNP Paribas Careers Facebook
« – If it’s not relevant for us to be on Facebook, just say so ! ». This came from the head of BNP Paribas Employer Brand, and we were a bit disconcerted at first. It was a legitimate question though, since BNP Paribas had made of privacy one of the key points of its recruitment policy.
A Kitchen’s recommendation was precisely based on reconciling their conviction with that new medium. This principle needed to be reasserted right from the start on the Facebook cover, and therefore to become a kind of manifesto, setting out the convictions of the Group.
Managing the Facebook page represented another challenge. Our recommendation was to use BNP Paribas’s omnipresence in career expos, and to advertise that presence via the Facebook Events plugin. We also shot short offbeat interview videos with prospective students on the exhibition stands, which were almost simultaneously posted online.
Today the page has tens of thousands of followers, with a high engagement rate.
A year of interviews in video
Creation of the agency
A year before launching A Kitchen, when they both worked for Degetel, a software engineering company, Yoann Chevreuil and Nicolas Hazout (often) met up at the coffee machine. The former was a creative director, the latter the head of the communications department.
They had fulfilled their mission, which was to launch the company’s digitalization, with the creation of a website and a mobile app. A genius idea suddenly downed on them, between two nespresso caps : « What if we started our own business ? ». A self-evident question, that you’ve heard a million times, and yet, they did go ahead with it.
April 2012: A Kitchen was created.