Rakuten is the largest trading company of electronics in Japan and the third largest e-commerce marketplace company in the world. Rakuten provides a variety of services focused on consumers and businesses, including e-commerce, electronic reading, travel, banking, securities, credit cards, electronic money, electronic money, portal and media, online marketing, and professional sports.

What makes this campaign unique is its innovative concept: Amélie Favre Guittet, recognized for her expertise in workplace well-being and corporate values, entered the Rakuten company incognito, without employees being informed of her presence, and took us with her, in the format of a micro-sidewalk, into the Rakuten offices.

Rakuten France aimed to strengthen its employer brand visibility and showcase its HR initiatives in a more authentic and disruptive way. The challenge was to break away from traditional corporate communication and make the employee experience more tangible for both potential candidates and current employees. In a highly competitive talent market, the brand needed a format capable of capturing real workplace dynamics while reinforcing its positioning as a modern employer. This led to the idea of an immersive, on-the-ground content approach inside the company.

We designed an immersive, inside-the-company content format led by a top HR influencer. The influencer was integrated directly into Rakuten’s offices to capture spontaneous, unfiltered employee interactions and insights through a micro-interview style. The strategy focused on authenticity, turning everyday workplace moments into engaging employer brand content. This disruptive approach was amplified through influencer distribution and media push to maximize visibility and credibility.