Do offices on stock image websites look anything like yours? It’s unlikely. BETC Paris and French office design company, morning, are challenging the sad offices, fake smiles and lack of diversity in stock footage by reshooting them. Cheeky, yes. Impactful, also yes.

BETC Paris and morning worked together to identify and select the most searched office life images on popular image stock websites. Result: pictures that are too often very stereotypical in the employee representation (often through old white males at the foreground and women in the background) as in the office design (dull carpets, drop ceilings, soulless open spaces).

The Alternative Stock Images campaign features pictures that were reshot identically to the original stock images – same framing, same situation, but inside Morning locations. Morning’s own employees became models and stepped in front of the camera to reproduce hundreds of pictures and show their vision of office life: more inclusive, less formal, more fun.

Olivier Aumard, executive creative director, and Mathieu Laugier, managing director, at BETC Paris, commented, “With this campaign, we wanted to give a new representation to corporate life with a Morning lens. It was also an opportunity to promote Morning’s locations in an unexpected way to a larger audience.”

Morning has uploaded all these new pictures royalty-free on the main stock images websites to allow anyone to use them freely and slowly start to change the representation of corporate offices.

The Alternative Stock Images campaign will be shared on Morning’s own social channels as well asd by all of the company’s employees.

Credits

Brand: morning
Brand Managers: Agathe Fouache, Helene Fernandez, Timothee Orlhac