Things have the value we grant them. Money has it because society decided that it would be. And Ilunion, a business group focused on inclusion and diversity, wants to do the same with people and inclusion. Therefore, on its tenth anniversary, it has coined its own currencies to show that social and economic profitability are compatible.
He does it in the advertising campaign “changing the way of seeing value”, designed with the creative agency & Rosàs, with which he wants to redefine the concept of value and encourage society to be part of a cultural transformation, the same one that the company undertook a decade ago. Thus, it highlights the professionalism and talent of people above their disability, age, gender, origin or circumstances.
The coins have been created next to the National Currency and Timbre Factory
He has materialized the message in his own coins collection, created next to the National Currency and Timbre Factory. It is composed of 10 different pieces and each represents a person of illunion who, according to the company, demonstrates that its value is above its circumstances.
Through each of those coins, Ilunion wants to tell real stories, which reflect that the greatest value is people. Thus, one of the coins is dedicated to Javier, a deafblind dedicated to communication; another to Pedro and his guide dog UFO, and his work focused on web accessibility; and another to Vicky, deaf person who works in the company’s marketing and communication area.
It has been shot in group work centers, such as the Central headquarters Torre Ilunion, the Hotel Ilinion Atrium and the Vallecas Textile Management Plant. The story is guided by Belén González del Amo, actress with visual disabilities,
“Ten years ago, Ilunion knew how to see value in people undervalued for their disability, gender, origin, age or circumstances, creating a reference business model in diversity and inclusion. But we don’t want to be the only ones we know how to see it”; The company has commented through social networks.”Today, on our tenth anniversary, we return that look to society with a collection of 10 coins that represent the most valuable thing we have: people. They star in our announcement as true change coins to celebrate and transform mentalities”
“Companies have a more important role than generating economic profitability”
With this campaign, which also moves the new positioning before the tenth anniversary, Ilunion seeks to resignify the word value. “The word value in its cheaper terms is used a lot, but it has other human meanings that are forgotten. Value means human values, professional value, bravery of opening new paths when others close”; Tells us Esther Morell, director of Corporate Marketing of Ilunion, in statements to Reason.WHY. “We want to convey that companies have a much more important role than simply generating economic profitability. There is a lot of value in people who work day by day and strive with a vocation for service so that the work is impeccable”
Value is also what Morell tells us, the business model of Ilunion has demonstrated. He points out that the figures guarantee their commitment to people: it closed 2024 with a record turnover of 1,315 million euros and more than 43,000 employees. Its objective, and that of the campaign is to show society and the business ecosystem the value of people.
In this sense, as Daniele Cicini, Managing Director in & Rosàs points out, the creative concept was born from the word value and its multiple meanings. “It was necessary to find something that made a link between the economic value, that the business model of Ilunion has demonstrated, and the social value that this same model gives us”, He says.”We did it using the simplest and most direct element: a simple currency”
From the agency they transfer to this media that the work behind the campaign started a year and a half ago as a campaign for the tenth anniversary of the company, but that ““He went out of hand“Becoming a powerful invitation to Spanish society to change its way of seeing value.”Working for this type of project makes us all better and gives us hope that, even from our little profession, we can promote very big things”, Explains Daniele Cicini.
“Changing the way of watching value” will have activations on television, radio, cinema, digital media and Amazon Prime Video, for 3 weeks following an Initiative media planning. In addition, where Ilunion offers services, a currency will be shown with the intention to remember that the value is in people and in the team that strives to offer an excellent service.
As part of the campaign, 47,000 coins have been coined that will be distributed among all employees of Illussion, clients, media, leaders of influence and entrepreneurs throughout Spain, to send them the message and invite them to join the ILUNION to continue changing the way of understanding the value.
More info.: Changing the way of seeing value
