Often people imagine the tech industry as they might a stock photo – identical office spaces and people staring at their laptops. But the reality is more complex, with real people behind the technology we use in our daily lives, and Intellias wanted to show this in its ‘Real Not Perfect’ campaign.

Founded in Ukraine 22 years ago, the company has a strong brand presence in its local market. In 2022, it wanted to continue expanding globally so needed to redouble its marketing efforts in new markets. While Intellias has a reputation for reliability with customers, it wanted to “loosen its tie” and show its employees in a real and approachable way, promoting a people-centric culture that would make employees feel heard and involved.

Employees used disposable cameras with only 27 shots and no filters as a way to capture their own reality. Seventy cameras were sent to staff in Poland, Portugal, Colombia, India, Spain and beyond. The photos revealed that people have good days and bad days, they work with laptops on their knees in messy rooms, and get stressed as deadlines approach. Intellias compiled the pictures into a video that celebrated the full spectrum of experiences.

The campaign was communicated across multiple social media platforms and there was an accompanying blog on the ‘real not perfect’ workday of a tech specialist at the company. There was even a collection of transparent merchandise and a range of social media memes. In just a few weeks it generated 5.5 million impressions, reaching an audience of 2.6 million, and leading to a 12% growth in new hires choosing Intellias for its reputation.