Just Eat
Boosting the takeaway giant’s appetite for success.
With new leadership in place and an ambitious year ahead, Just Eat needed to shift how people worked – encouraging a more direct, fast-moving culture. I led the creative direction for a campaign designed to cut through day-to-day comms and make that shift feel real.
Creative Director – McCANN
Creative direction | Campaign concept | Internal comms
Background
Internal messaging was getting lost in the usual corporate noise. The challenge was to create something simple and direct enough to stand out – and clear enough to actually influence behaviour, not just signal intent.
“Dare To” became a way of saying things plainly, giving people a shared language that encouraged action over agreement.
Do you dare?
We built the campaign around short, direct prompts – challenging people to move faster, take ownership and expect more from each other.
The language was deliberately simple and repeatable, so it could show up across everything without losing its edge. We pushed for something less explanatory and more immediate – less about explaining the strategy, more about pushing people to act on it in the moment.
Cutting through the corporate world
The tone was deliberately unpolished and direct. Simple messages, applied consistently, created a sense of momentum across the business – something people saw regularly, rather than something they were told once.
The campaign was rolled out across office spaces through large-scale installations and environmental graphics, placing the work directly into people’s day-to-day environment. Something you couldn’t really opt out of.
It all built to a launch moment that set the tone, with the new CEO arriving by jet ski – obviously.
