Joy is instantly recognisable. You don’t need words to understand it… a face lights up, an expression softens, and an emotional connection is made. Joie de vivre is a universal, empathetic language and this campaign was built to express that feeling at every touchpoint.

In partnership with VCCP, I oversaw the creative direction of the campaign’s visual identity. This included the conception and development of the emojoy characters (Eddie, Ruby and Joy), the curation of hero imagery to represent Edenred’s full product offering and the creation of a comprehensive global toolkit. The toolkit enabled a consistent yet flexible rollout across all Benefits & Engagement business units worldwide, ensuring the campaign could scale while remaining locally relevant.

The result is a joyful, expressive identity that shows that whoever you are and wherever you are in the world, Edenred is committed to powering up your joie de vivre.