Dassault Systèmes: The Infrastructors

A new campaign from VML that radically redefines B2B communication.

VML partnered with Dassault Systèmes to tackle the critical challenges of urban infrastructure through the most unexpected and delightful voices – children. "The Infrastructors" is a vibrant, multi-channel initiative proving that profound messages can be delivered with disarming simplicity, sparking vital conversations for a sustainable future.

Faced with the challenges of modernization, sustainability and adaptation of territories, digital transformation, particularly through virtual twins, is proving essential. The Infrastructors explores these innovative solutions with a fresh perspective and disarming simplicity.

Vincent Druguet

CEO, VML France

The world's urban infrastructure faces monumental climate, economic, and social challenges, yet the sector struggles with transformation, contributing to two-thirds of global carbon emissions. Companies needed to rapidly adopt integrated digital solutions like virtual twins to optimize processes, reduce waste, and attract new talent. VML was fighting to cut through the industry's traditional, often complex communication, to clearly convey the urgency and benefits of digital transformation to key decision-makers and ignite meaningful change.

The key insight was brilliantly simple yet profoundly disruptive – what if the most complex challenges of infrastructure and cities were explained by the "smallest teachers"? VML’s “The Infrastructors” enlists the next generation of young thinkers and global citizens to inspire B2B decision-makers on the importance of digital transformation to ensure a more sustainable future.

This fresh, unburdened viewpoint would not only simplify the message but also challenge and captivate decision-makers in a way traditional B2B campaigns never could.

Our solution for “The Infrastructors” is a groundbreaking multi-channel campaign that puts children at the forefront of a global conversation. VML empowered five bilingual child "experts" to present complex digital solutions with disarming clarity and charm. From engaging video series and personalized "children's letters" sent to CEOs, to AI-powered "Infrastructor Self" profile picture generators for employee advocacy and podcasts featuring children interviewing experts, we crafted an original, simple and exciting narrative that transforms a technical topic into an inspiring vision for the future.

"The Infrastructors” has made a significant and meaningful impact, sparking vital dialogue and driving positive change across the infrastructure and cities sector. By daring to be different, we successfully engaged decision-makers globally, amplifying Dassault Systèmes' message with unprecedented cut-through. The campaign fostered a new understanding of complex digital solutions, empowering professionals to rethink urban development. It ignited internal enthusiasm, turning employees into passionate ambassadors, and generated significant buzz at major industry events, proving that innovative storytelling can truly reshape an industry's future.