GxC is a new management style in Repsol YPF that promotes responsibility, recognition and personal development through dialogue between managers and team members.Objective: To launch a clear creative concept and a special campaign regarding the new employee performance evaluation programme.Two different targets: General Managers and the rest of employees.From the logo and the name to online videos and email, we created a new concept that transmits the programme values. The name GxC (Gestión por Compromisos = Management by Commitments) allows us to communicate simply and clearly the new commitments from Human Resources and Management.