We turned the drivers very own, every-day actions into a compelling manifesto of corporate purpose - that every journey matters - with them, the drivers, at the very centre of it all.

Every Journey Matters is both a mantra and an idea.

Co-created with the staff of Dublin Bus following extensive discovery and workshops, it is an expression of the purpose of every single member of staff.

They get out of bed every morning because every journey matters.

They make a loss at least twice a year (when they rescue citizens abandoned or forgotten by private coach services, for free), because every journey matters.

Many of them lay awake at night thinking about the treads on their tires, because every journey matters.

And during the rare but significant periods of snowy weather in Dublin, the only vehicle you’ll see on the roads is a Dublin Bus… because every journey matters.

We held up a mirror and a looking-glass into the psyche of the Dublin Bus driver with a two-minute film that was designed to rally the troops.

Shot over the course of a day with a budget of just €16,000, we captured an average day through the eyes of a driver… the democracy and humility of its passengers, and the care and dilligence of Dublin Bus.

Crafted and delivered from the driver’s point of view, voice, words, and ethos, we firmly placed them at the centre of Dublin Bus’ purpose and intent - to do everything they can do to get you to where you need to go.

The film was played internally at a company conference, and has since been cascaded down through departments as the living and breathing embodiment of their collective purpose.

The film was designed with one sole purpose: to re-engage Drivers.

A secondary, secret ambition was: to lessen the threat of strike.

And the good news:

• “Firstly I must say that I found it very encouraging to see the company adopt such a positive approach in communicating with its employees. I firmly believe that this programme of communication will dramatically improve the overall performance of the company and will offer the opportunity for those with a genuine interest to contribute.’ Source: Driver, Ringsend Depot

• There has been a notable decrease in both customer complaints and employee grievances

• Staff cried upon seeing the film

• All conferences opened with it to set the tone

• And the strike did not go ahead.