LLatitude is an innovative new reimagined headquarters in Paris, where the amenities offered to staff brilliantly anticipated the increasing challenge of attracting and retaining the very best talent. Socrates were appointed to develop a brand, positioning and language that would challenge the traditionally quite reactionary approach to marketing in Paris, and deliver clear water between a predominantly lateral workspace offer and the towers that dominated La Defense. Centered on manifestos for both people and the building, the campaign was design to engage, surprise but above all, provide relevance to staff.