DHL Express is shifting its annual Employee Opinion Survey (EOS) to the SmartConnect app, aiming to move away from traditional paper-based feedback. It’s faster, easier, and more sustainable, but employees need a nudge to embrace the change.

We were given creative freedom to develop a fun, attention-grabbing video to explain why the EOS is so important, why employees should get involved and explain how employees can access the survey.

We wanted to produce something that was less of your typical explainer video, and something that would capture the imagination of the employees. A video they would really want to watch. The idea of the 8-bit retro game blends nostalgia with modern convenience and efficiency, and we thought it would demonstrate that making the switch from paper feedback to digital, isn’t just for the tech-savvy—anyone can do it, and it’s even fun!

We wanted to take the employees on a journey into the world of DHL Express (somewhere recognisable!) through the eyes of our “Hero,” a DHL employee who needs to submit feedback (representing every employee). Her sidekick? A friendly, floating Smiley face—representing SmartConnect—who guides her through a series of digital “levels” inspired by DHL’s values and global operations.

Along the way, she encounters obstacles (symbolising common hesitations or challenges with switching to digital feedback) and collect “power-ups” (e.g., the smartphone) that make the process faster and easier. The final mission? Seamlessly accessing the Employee Opinion Survey (EOS) through her phone.

The language team will be the first to admit: a job like this is like being the warm-up act at a big gig. You obviously want to do your best, but you also know you aren’t the star of the show. So the trick with the script is to get across the core elements as simply and quickly as possible, and then let the visuals shine.

In this case, it was all about establishing the relationship between the two characters: our Hero, who is dynamic and committed to improvement, and the Smiley face, the wise mentor who can help them overcome the obstacles in their path.

Once that’s done, all that’s left is squeezing in all the necessary info, in a way that’s easy to understand – and doesn’t get in the way of all the fun stuff!