BCG BrightHouse partnered with Sysco to activate its newly articulated Purpose into a tangible system: refreshed and behavior-driven Values, a bespoke Unifying Framework illustrated through Sysco’s leaf symbol, and a distinct Purpose brand platform designed to unify communications across regions and subsidiaries .

To bring Purpose to life, BrightHouse developed a historic global launch event (Serving Purpose), followed by tailored cascade experiences for senior leaders, in-office associates, and frontline teams — ensuring engagement at every level of the 50,000+ person organization .

The result was a fully integrated activation toolkit — from workshops and frontline workbooks to messaging guides and bold commitments — designed to embed Purpose into strategy, behaviors, and everyday decision-making across Sysco’s global footprint.

One of our favorites to date, I got to lead an outstanding team; Jeff Harter GCD, Darren Benbow Writer & CD, Mary Elizabeth ACD Art Director, and Blake Tannery Design Lead.

The client loved the film so much, they requested a global version, adding locations from around the world.