Capturing true growth with KONE’s “HowWeRise” series

Region: APAC & Middle East

Client: KONE

The ambition

KONE in Asia-Pacific and the Middle East wanted to spotlight the career growth of its people in an authentic and inspiring way, while reinforcing KONE’s position as an employer of choice.

They wanted to highlight that, at KONE, employees are empowered to move ‘sideways’, exploring new domains and leadership roles across departments.

Our creative idea

Inspired by Maya Angelou’s ‘Still I Rise’, we developed HowWeRise, a concept that strengthens employer branding and captures the personal and professional journeys of KONE’s employees.

We handpicked stories that reflected diverse paths, especially those that crossed traditional job boundaries, to serve as proof that career development at KONE is both dynamic and self-driven.

We chose a human lens: with each story connecting employees’ personal passions, from golfing to off-roading, to what drives them at work,  revealing what inspires their growth at KONE.

To build emotional resonance and brand recall, every video includes a signature line, “I rise by…” a powerful personal reflection from each featured employee.

Our creative idea

Inspired by Maya Angelou’s ‘Still I Rise’, we developed HowWeRise, a concept that strengthens employer branding and captures the personal and professional journeys of KONE’s employees.

We handpicked stories that reflected diverse paths, especially those that crossed traditional job boundaries, to serve as proof that career development at KONE is both dynamic and self-driven.

We chose a human lens: with each story connecting employees’ personal passions, from golfing to off-roading, to what drives them at work,  revealing what inspires their growth at KONE.

To build emotional resonance and brand recall, every video includes a signature line, “I rise by…” a powerful personal reflection from each featured employee.

What we delivered

  • A powerful concept for employer branding
  • A video series with employees from multiple geographies
  • A teaser film to launch and unify the series

The outcome

  • Strong internal reception and appreciation for KONE’s commitment to growth
  • High engagement and positive sentiment across social media platforms
  • Enhanced employer branding through authentic, relatable storytelling

The outcome

  • Strong internal reception and appreciation for KONE’s commitment to growth
  • High engagement and positive sentiment across social media platforms
  • Enhanced employer branding through authentic, relatable storytelling
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What our client loves

“The HowWeRise series brought out the personal side of our people. Aspidistra nailed the balance between creativity, authenticity, and link to our new Rise strategy, and the response both internally and externally was positive.”

– Eveliina Linderborg, Head of Communications, Asia Pacific, Middle East and Africa, KONE

Our learnings

When employer branding taps into real human stories, blending passion, purpose, and personal growth, it rises above the noise. With the right narrative spark, companies don’t just showcase culture; they inspire pride from within.

Have an inspiring story about your company, your team, or the impact you’re making? Give us a shout. 🙂

Our learnings

When employer branding taps into real human stories, blending passion, purpose, and personal growth, it rises above the noise. With the right narrative spark, companies don’t just showcase culture; they inspire pride from within.

Have an inspiring story about your company, your team, or the impact you’re making? Give us a shout. 🙂

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