LLatitude is an innovatively reimagined headquarters in Paris, where the amenities offered to staff brilliantly anticipated the increasing challenge of attracting and retaining the very best talent. Socrates was appointed to develop a brand, positioning and language that would challenge the traditionally reactionary approach to marketing in Paris, delivering clear water between a predominantly lateral workspace offer and the towers that dominate La Défense. Centred on manifestos for both people and the building, the campaign was designed to engage, surprise and above all, provide relevance to staff.