AI tools have made marketing faster, but also more uniform. The same tone, phrasing, and image style now flood every feed, which is why brands that invest in genuine storytelling, authenticity-building, and emotional connection stand out more than ever. As a recent Forbes article on authenticity in sales notes, 88% of consumers say authenticity is important when deciding which brands to support. Because trust, the buyer’s ultimate decision driver, can’t be automated. In response, more companies are turning their focus away from “AI efficiency” to what really moves people: emotional effectiveness.
bbf: is a leading developer of world-class residential and commercial properties in Cyprus and Greece, offering a seamless, all-inclusive development process, from sourcing land and designing to developing and building, to ensure the smooth delivery of high-quality properties. Its commitment is to create the best living and working spaces and to enhance them with sustainable, community-focused practices that result in better future environments for its clients. That same philosophy now appears in its marketing. With the new “Faces of bbf:” campaign, the company has put its own people on billboards across Cyprus, using authentic portraits and personal stories to highlight the engineers, architects, lawyers, analysts, and project managers behind each development, a reminder that “the real strength of bbf: is its people.”
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In this exclusive interview with The Future Media, bbf: spokesperson Alina Novitskaya shares why the brand chose to step in front of the camera with its team, what it took to bring the campaign to life, and how early reactions are shaping the company’s view of what effective marketing looks like now.
Why did you decide to launch a campaign featuring BBF employees on billboards now, and how does this choice reflect your overall brand positioning and corporate culture?
The moment felt right for the campaign because bbf: is entering a new phase of growth and brand evolution. Our team has expanded, our projects have scaled, and our impact on the island is stronger than ever. We wanted our communication to reflect this shift — to show the real people behind the progress and celebrate the talent that drives our success.
By featuring our employees, we’re intentionally moving the spotlight from the buildings we create to the experts who imagine, design, and deliver them. It’s a bold expression of what defines us today: a company powered by culture, community, and human connection.
This creative choice aligns perfectly with our positioning as a modern, people-first developer deeply rooted in Cyprus. It reinforces our values of authenticity, openness, and respect, while showcasing bbf: as a vibrant team of globally experienced professionals committed to enhancing life on the island.
How did the idea originate?
The idea emerged from a simple but powerful truth at the heart of bbf:: Cyprus shapes us. It inspires our creativity, defines our values, and unites a diverse team from many countries and backgrounds. We wanted to translate this internal spirit into a campaign that feels genuinely human and emotionally resonant.
The concept grew from our desire to bring a sense of humanity back into brand communication. In an era where many companies rely on polished visuals and impersonal messages, we saw an opportunity to stand out by highlighting what truly sets us apart — the real people behind every project. Their stories, passion, and daily contributions became the guiding inspiration.
Ultimately, the campaign was born from the belief that authenticity is not just a trend but a cornerstone of meaningful branding. By putting our team front and center, we’re reminding our audience that bbf: is built on people, purpose, and emotion — and that every development begins with a human story.
Could you briefly walk us through the timeline from first concept to launch, including the key stages of the project and the main internal teams and external partners involved?
The process began within our Marketing Department, where we shaped the core idea — shifting the narrative from our buildings to the people behind them. From there, we followed a focused and collaborative timeline:
• Concept & Alignment:
We developed the creative direction and narrative, then aligned internally with leadership and key departments to ensure the idea reflected our brand values and culture.
• Employee Photoshoot & Story Collection:
This was the heart of the project. We conducted authentic portraits and interviews with employees across departments, gathering the real stories that inspired the campaign’s tone and message.
• Content Creation & Adaptation:
Using these insights, our marketing team crafted the visuals, messages, and overall communication style, and prepared the materials for both outdoor and digital formats.
• Production & Launch:
We coordinated with our external creative, production, and media partners to finalise layouts, placements, and rollout logistics, leading to a coordinated launch across Cyprus and digital channels.
The Marketing team drove the entire process end-to-end, supported by colleagues from architecture, project management, legal, and other departments who contributed to the campaign’s authenticity and success.
What is the scale of the campaign (number of billboards or OOH placements, main locations, duration), and what KPIs are you using to evaluate it?
The campaign runs until the end of January and includes over 20 high-visibility OOH placements across key locations with high visibility on the island. To extend the visual impact, we are also rolling out campaign-aligned fence designs for all our projects and supporting branding elements on several bbf: buildings, creating a cohesive presence across all touchpoints.
On the digital side, the campaign is activated across all major channels, supported by targeted online activities that amplify reach and reinforce the message beyond the physical billboards.
To evaluate performance, we focus on KPIs that reflect both brand impact and audience resonance:
- Brand awareness uplift
- Engagement metrics for digital content and video
- Public sentiment and response
- Internal engagement, including employee pride and participation
- Media coverage and industry feedback
Overall, the aim is to elevate brand perception and communicate bbf:’s values through a people-first lens, celebrating the individuals whose passion and expertise drive our developments.
What were the main operational or creative challenges, and how did you overcome them?
One of the most delicate challenges was encouraging employees to feel comfortable sharing their personal thoughts, emotions, and experiences for a public campaign.
Inviting people to step in front of the camera as themselves — not just as professionals — required trust and a supportive environment.
Once the photoshoot began, the atmosphere quickly became warm and collaborative. Real conversations emerged, people relaxed, and their genuine stories began to shine through. That authenticity ultimately shaped the heart of the campaign.
Creatively, we needed to capture real faces and real stories in a way that felt honest yet visually strong — avoiding over-stylisation while still delivering depth and meaning.
Operationally, coordinating departments, aligning schedules, and managing collaboration with external creative and production partners required thoughtful planning and strong teamwork. The collective effort across the organisation ensured the process ran smoothly and stayed true to the campaign’s vision.
What has the reaction been so far from employees, management, and external audiences?
The response has been overwhelmingly positive across all groups. Employees have expressed genuine pride in seeing themselves — and their colleagues — represent the company in such a visible, meaningful way. It created a strong sense of belonging and highlighted the diverse personalities that shape bbf:. Management and partners also embraced the campaign’s authenticity, recognizing it as a bold and refreshing shift toward more human-centered communication.
Externally, early feedback from clients, industry professionals, and the wider public points to stronger engagement and a deeper demonstrative connection with the brand. People are responding to the sincerity and warmth of the campaign, and to the message that bbf: is not only developing exceptional spaces, but also cultivating a vibrant community and culture.
Most importantly, the campaign has sparked a feeling of unity and momentum — a shared pride in who we are and what we stand for. It’s a reminder that when we celebrate our people, we elevate our brand, our work, and our impact on the island.
