Merging together can be awkward. So when Machine merged with French group Publicis Worldwide we thought to ourselves, "what better way to overcome this, than with a kiss?".
It is after all, a very French way of greeting. We've never shied away from pushing boundaries and doing things differently. So why would we approach our press release any different?
We shot provocative and beautiful images of Publicis and Machine agency folk lip-locked in a warm embrace. We also applied a French twist to the rest of the campaign elements.
Internally, it was a chance to overcome and break down the awkwardness. Externally, we were two agencies making out to become one.