The Victorian government’s startup agency, LaunchVic, a Victorian government start-up agency, is inspiring people to take their career to the next level through a new integrated campaign.
Designed by agency partners Cyclone Creative, Keep Left and MediaCom, the ‘Scale Up Your Career’ campaign is the first integrated advertising campaign from LaunchVic and aims to encourage professionals to consider working at a scaleup.
LaunchVic CEO Dr. Kate Cornick said: “The campaign aims to introduce Victorians to the career possibilities of working in the startup ecosystem, redefining the perceived risks and highlighting that you don’t need to be a software developer to work at a startup or scaleup”.
Cornick continued: “Our research showed that 38 per cent of scaleups identify finding the right talent as an issue and only 42 per cent of Victorians know what a scaleup business is.
“This campaign aims to connect the dots between potential employees and scaleups, positioning LaunchVic as the link between the scaleup ecosystem and the talent they need to realise their growth potential”.
The visual transformation of a workhorse into a unicorn underpins the creative campaign, a representation of breaking free from the corporate mould and leaping into a new world of opportunity.
Cyclone Creative managing partner Sam Hooper said the unicorn symbolised not only the career potential of individuals but also high-growth scale up businesses or those valued at over $1 billion.
Hooper said: “We needed an impactful idea that would spark the interest of those ready to make a change in their career. A workhorse transforming into a unicorn was the perfect representation”.
The campaign will run across outdoor, transit, social, digital and earned media.