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CNH Industrial

CNH on Air.
The voices behind the innovation.

An integrated ecosystem between TV and digital developed with Generative AI.

Client

CNH Industrial

Services

concept, graphic design, art direction, storytelling, video podcast

Industry

The client

CNH is a leading global multinational in the agricultural and industrial machinery sector, characterized by a strong focus on people and innovation. For the third consecutive year, CNH turned to us to support them, for the third year, in an evolved employer branding journey.

The challenge

To tell the story of a complex, global organization while avoiding standardized corporate narratives. We needed a format capable of showcasing diverse stories—varying by role, function, and country—while maintaining authenticity, editorial quality, and a strong identity.

The solution

We proposed to the client the idea of a video podcast designed to put people and their professional stories at the center. “CNH on Air” is the format we created, hosted by Francesco Tutino, Chief Human Resources Officer of CNH. As the host, Tutino guides the audience in a direct and authentic dialogue with the employees.

la serie

The series is divided into three thematic episodes — Seeds of Change, Growth Tracks, Driven by Purpose — each involving three CNH ambassadors, representing different functions, areas, and countries. Through the interviews, paths of growth, challenges faced, innovation, and personal and professional impact emerge. With this formula, we built a coherent and international narrative intended for digital channels, helping to spread a shared corporate culture. Goal: to strengthen engagement, commitment, and a sense of belonging, while at the same time attracting new talent through a human and credible story.

the partnership

The series is divided into three thematic episodes—Seeds of Change, Growth Tracks, Driven by Purpose—each featuring three CNH ambassadors representing different functions, regions, and countries. Through these interviews, the stories reveal their paths of growth, the challenges they’ve faced, their innovations, and their personal and professional impact. Using this approach, we’ve created a cohesive, global narrative tailored for digital channels, helping to foster a shared corporate culture. Objective: To strengthen engagement, commitment, and a sense of belonging, while also attracting new talent through a human and credible narrative.

the project

The video podcast is distributed on major digital platforms, including YouTube and Spotify, and is also hosted in the Career section of the CNH website.
The launch is supported by an integrated communication ecosystem which includes:

A teaser phase

Campaign on LinkedIn, Instagram and X
Dedicated DEMs
Dedicated career landing page

A system designed to maximize visibility, engagement, and message consistency.

A teaser phase

Campaign on LinkedIn, Instagram and X
Dedicated DEMs
Dedicated career landing page

A system designed to maximize visibility, engagement and consistency of the message.

A teaser phase

Campaign on LinkedIn, Instagram and X
Dedicated DEMs
Dedicated career landing page

A system designed to maximize visibility, engagement and consistency of the message.

the project

Output

Abbiamo curato l’intero progetto end-to-end, garantendo una narrazione coerente e allineata ai valori del brand lungo tutto il percorso progettuale. Nello specifico abbiamo studiato:

Concept strategico e creativo
Storytelling e format editoriale
Art direction e shooting
Produzione dei contenuti video e social
Media planning e attivazione digitale

We managed the entire project from start to finish, ensuring a consistent narrative aligned with the brand’s values throughout the entire design process. Specifically, we developed:

Strategic and creative concept
Storytelling and editorial format
Art direction and photo shoot
Production of video and social media content
Media planning and digital activation

Alien panorama with a long road on which a FIAT Pandina moves, it is among clouds and round and elongated buildings.

Results

“CNH on Air” consolidates CNH's employer branding journey through an authentic narrative, capable of transforming people into ambassadors and communication into a space for relationships. The project stood out for its ability to generate not only visibility, but real engagement, attention, and valuable conversations, strengthening CNH's positioning as a global, inclusive, and human-centered employer brand. To measure the project's effectiveness, we report the main results of the campaign below: