we revamped the brand platform and defined a new tagline “Let’s make it last” and launched an advertising campaign to promote this mindset while increasing the awareness of Darty’s solutions. But then, more than communicating the business model shift led by Darty, we thought that we had to lead a cultural shift. It was all about fighting against a mindset that’s deeply anchored into all of us for decades: the prevalence of short-term over the long-term.