Clemenger BBDO Melbourne and SEEK have launched a new brand campaign in a bid to explore the importance of being fulfilled at work and the impact career choice has on Australians and their families.
The campaign is based on a social experiment focused on three Australians whose family and friends identified that they weren’t fulfilled in their current career and therefore not reaching their full potential.
Kendra Banks, Marketing Director at SEEK said, “SEEK is a brand that champions the importance of leading a fulfilling working life, so what better way to demonstrate this than to help Australians discover the career that’s right for them.”
“SEEK has become a destination for more than just applying for a job. People now look to SEEK for career advice, to explore career pathway opportunities and get a sense of what’s possible when it comes to career aspirations. Through this campaign we’re aiming to give people the confidence to act on this information.”
The social experiment captures the moment Ned, Lee and Charu are surprised by their family and friends who have picked a new job that they believe will bring out the best in their loved one. SEEK then arranged a day of hands-on work experience to help them uncover their true potential.
Clemenger BBDO Melbourne creative director, Rich Williams, said, “The thought of your family and friends choosing your job for you seemed like an intriguing, yet slightly terrifying premise to create a campaign. The main reason we were excited by the idea was because it makes you stop and reflect on whether you are actually in the right job and the impact your happiness is having on your family and friends.”
In partnership with Starcom and Isobar, the integrated campaign, heroing the longform video which tells the full story of the social experiment, will be rolled out online this week. The longform video will be supported by TV and have a strong digital presence including a purposely built campaign website (whysettle.seek.com.au).
The campaign also extends across cinema, radio and on social media, providing additional content and stories to inspire and support those seeking a career change.
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Directors: Richard Williams and Ant Phillips
Senior Creative: Hilary Badger
Senior Creative: Lee Sunter
Executive Producer: Sonia Von Bibra
Senior Producer: Tania Jeram
Group Business Director: Carol Macdonald
Account Director: Emma Whiteley
Production Company – Revolver/ Will O’Rourke
Director – The Glue Society’s Pete Baker
Managing Director/ EP – Michael Ritchie
EP/ Head of Projects – Josh Mullens
Producer – Alex Kember
DOP – Simon Walsh
Casting – Fiona Dann, Casting Sugar
Editor – Jon Holmes
Post House: Finish Productions
Colourist – Martin Greer
Sound House – Flagstaff Studios
Music Composition: – Alejandro Gomez & Lukas Farry, Otis Studios
Marketing Director: Kendra Banks
Head of Brand & Candidate Marketing: Babi Kahveci
Head of Digital Marketing: Anshu Arora
Marketing Manager – Brand: Suzanne Robertson