bbf: recently launched a new campaign, 'Faces of bbf:', celebrating its employees and showcasing the company's philosophy.
As the company notes, "At bbf: we believe that our strength lies in our people. Cyprus is not just where we work - it's our home, our inspiration, and the place that shapes everything we create. Our teams come from different backgrounds and cultures, yet we share the same purpose: to build with meaning, care, and respect for the island we all call home. What the world sees as a bold developer, we experience as a connected, diverse community."
As part of the Faces of bbf: campaign, the company's team members took part in a dedicated photo shoot where they were invited to answer personal questions that reflect and reinforce the campaign's central theme: that what truly builds a company is its people. "Their voices, stories, and expressions highlight the authenticity and shared purpose that define who we are," the company said, adding, "The Faces campaign celebrates every member of the bbf: family - and everyone who shares this island with us. Because for us, it's not just about building homes. It's about building a life, a community, and a future - together."
In this interview, Αlina Novitskaya – Head of Marketing Communications at bbf: reflects on the inspiration, process, and impact behind its latest people-focused campaign — a bold initiative that brings the company’s culture, values, and team spirit to the forefront.
How did the idea for this campaign first take shape?
The concept originated from a simple truth that sits at the core of bbf:, Cyprus profoundly influences who we are. It fuels our creativity, shapes our values, and brings together a multicultural team with different backgrounds and perspectives. We wanted to transform this internal spirit into a campaign that felt warm, honest, and human.
Rather than relying on polished, impersonal communication, we recognised an opportunity to highlight what truly differentiates us: the people behind the work. Their passion, daily contributions, and unique stories became the foundation of the idea. Ultimately, the campaign grew from a belief that authentic, human-centered storytelling is the most powerful form of branding — and that every bbf: development begins with a human story.
Why was this the right moment to present employees on billboards, and how does this tie into your brand direction and culture?
This campaign arrives at a defining moment for bbf:, as the company moves into a new phase of expansion and brand evolution. Our team has grown, our projects have become more ambitious, and our presence across the island has strengthened significantly. It felt essential that our communication reflects this progress.
By placing employees at the center, we are deliberately shifting the focus from the buildings we construct to the people who imagine, design, and deliver them. It embodies who we are today: a developer driven by culture, community, and genuine human connection.
This approach aligns seamlessly with our positioning as a modern, people-first company rooted in Cyprus. It reinforces our commitment to authenticity, openness, and respect, while presenting bbf: as a vibrant team of international experts dedicated to elevating life on the island.
What were the most important stages in bringing the campaign to life, and which teams were involved?
The project was initiated by our Marketing Department, who developed the core idea of shifting the narrative toward the people behind our work. From there, we followed a clear set of stages:
• Creative Direction & Alignment
We shaped the campaign concept and narrative, then collaborated closely with leadership and key departments to ensure it reflected our culture and brand values.
• Portraits & Story Collection
This became the heart of the campaign. We photographed employees across various departments and invited them to share their personal experiences, emotions, and thoughts. These real stories guided the tone and message.
• Content Development
Using these portraits and insights, our marketing team crafted the visual and verbal identity of the campaign, preparing assets for billboards, project fences, buildings, and digital channels.
• Production & Rollout
Together with external creative, production, and media partners, we finalised layouts, placements, and logistics, leading to a coordinated launch across Cyprus and online.
The Marketing team drove the process end-to-end, supported by colleagues from architecture, project management, legal, HR, and more — ensuring the campaign remained true to who we are as a company.
What challenges did you encounter, creatively or operationally, and how did you address them?
A key challenge was encouraging team members to feel comfortable sharing personal reflections in a public campaign. Asking people to appear not only as professionals but as themselves requires trust. Once the photoshoots began, the environment quickly became relaxed and supportive. Genuine conversations emerged, allowing real emotions and stories to surface — which ultimately shaped the soul of the campaign.
Creatively, the task was to portray authentic individuals with honesty while maintaining strong visual impact. We wanted depth and emotion without over-stylisation. Operationally, coordinating schedules, aligning multiple internal teams, and managing external partners demanded detailed planning and close collaboration. Strong teamwork across the organisation made the process smooth and cohesive.
What is the scope of the campaign, and how are you measuring its impact?
Running until the end of January, the campaign includes more than 20 high-visibility billboard and OOH placements across key locations on the island. To strengthen the overall presence, we are also applying campaign-inspired fence designs to our project sites and incorporating supporting visuals on several bbf: buildings, ensuring a unified brand experience.
Digitally, the campaign extends across selected channels, supported by targeted online activities that broaden reach and reinforce messaging.
Our performance indicators include:
- Growth in overall brand awareness
- Engagement metrics across digital and video content
- Public sentiment and qualitative feedback
- Internal engagement, including employee pride
- Media recognition and industry response
The overarching goal is to strengthen perception and communicate bbf:’s people-first values while celebrating the individuals behind every project.
How have employees, management, and the public responded so far?
Feedback has been overwhelmingly positive. Employees feel genuinely proud to see themselves and their colleagues represented so prominently — it has fostered a sense of belonging and highlighted the diverse personalities that shape bbf:. Management and partners have embraced the campaign’s authenticity, appreciating its fresh, human-centered approach.
Externally, clients, industry peers, and the broader public have responded with enthusiasm. People are connecting with the sincerity and warmth of the message, recognising bbf: not only as a creator of exceptional spaces but as a community built on culture and human connection.
Most importantly, the campaign has created a renewed sense of unity and momentum within the company. It reinforces a shared pride in who we are, what we value, and the positive impact we aim to bring to Cyprus.
