Lebara is a telecom company aimed at immigrants. They had recently been taken over by venture capitalists, done a rebrand and were looking to reposition. Their problem was that Lebara was seen as the immigrant brand and nobody wanted to be branded as an immigrant. So, whilst people were happy to buy Lebara when they first arrived in a country they soon changed brands. Our ‘Brilliant Idea’ was to rename them Global Citizens and praise their bravery.