标题 | Business Cards TEAM6 |
广告公司 | TBWA\London |
广告战役 | You’ve Been Headhunted |
广告主 | Connection Crew |
品牌 | Connection Crew CIC |
Posted | 6月 2023 |
行业领域 | 媒体、出版物及制作 |
剧情简介 | Most people when they hear the phrase “being headhunted” will think of big jobs in industries that value higher education. Connection Crew and TBWA\London has challenged this concept, and created a campaign that turns headhunting on its head by using mysterious cards, an enigmatic user journey and specifically targeting lower-income workers. Connection Crew CIC is an award-winning social enterprise that works with people of all backgrounds, many of whom have faced barriers to work. 20% of their crew have had experiences of, or have been at risk of, homelessness. A London Living Wage employer, they provide exciting and creative jobs in crewing for festivals, events, concerts, exhibitions, construction and more. Their highly experienced 200-strong crew works across some of the biggest and most prestigious events in London and the UK. To drive applications TBWA\London has created “You’ve Been Headhunted”, a campaign centered around Connection Crew team members being challenged to go out into the real world to find the best gig economy workers. These could be bar staff, taxi drivers, security, fast food workers or the hard-working Barista who goes the extra mile making their coffee. And once they have found their super star to headhunt, this is where the intrigue begins. They will hand them a beautifully designed but enigmatic 'You've been Headhunted' business card which contains a QR code that starts them on a mysterious journey to a new job. As well as the cards there are a set of OOH posters also containing the QR code. Having been intrigued by the campaign’s mysterious messaging, users are taken to a screen saying "you're nothing like the person we're looking for”, along with an enticing "Don't apply" button. Once hitting that, they will be presented with further negative instructions. But if they persevere and continue to click, they are rewarded with a page that says "you're persistent - I like that". The user is then welcomed, and invited to apply, or find out more about Connection Crew. The cards have been intricately designed, with six eye-catching and intriguing styles to reflect the six different teams - the Cherry card champions a nostalgic diamante and graphic Cherry design, while the Love Heart card sweetens the concept with ‘Head Hunted’ spelled out in bright tempting love heart sweets. There are incentives for the team that converts the most cards to genuine applications. |
媒体类别 | 户外广告 |
媒介公司 | Talon Outdoor |
创意总监 | Andy Jex |
创意团队 | Dan Kenny |
Business Director | Fiona Wilson |
创意团队 | Duncan Brooks |
Client name | Camilla Marcus-Dew |
Client name | Charlotte Scotland |