Beco makes environmentally friendly toiletries. But it is the people that make the brand what it is: 80% of its workforce disabled. In this provocative campaign – Grand Prix winner in Cannes – the social enterprise is inviting British businesses to steal its staff in order to raise awareness of the outdated attitudes towards people with disabilities. At the heart of the project’s concept was its packaging design, which features CVs of Beco employees. The packaging takeover was joined by tweets sent to business leaders. At the end of the road. Steal our Staff drove a 96% uplift in sales year over year for BECO products and 40+ brands got in touch to hire talent featured in the campaign.