To renew BTL’s image in Africa, a continent where Bolloré’s activities are part of people’s daily lives, NK studio came up with this less institutional, more concrete and more embodied campaign. More than the infrastructures, living forces are emphasised. The employees talk about their work, the meaning they give to it and the values they share, thus reinforcing the spirit of belonging to the company through their words. The campaign shows how the group, which claims to do “much more than transport and logistics”, is truly committed, day after day, to making the lives of Africans easier and more serene. Finally, in order to create a strongly identifiable graphic imprint, NK studio created these three-dimensional and coloured arcs of circles which spring up, intersect and symbolise the dynamics of the flows at the very heart of BT&L’s activities.