Employment marketplace SEEK has revealed Santa Claus as the next character in its major brand campaign via Droga5 ANZ, part of Accenture Song, and UM.
The campaign playfully imagines Santa before he became the world’s most famous giftgiver, showing him on the hunt for his perfect job match with the help of SEEK’s AI-powered search and match functionality.
“Santa is one of the most iconic seasonal workers in the world, and by including him in our campaign we’re shining a light on the wide range of opportunities available on SEEK—whether you’re looking for a full-time career move, or a second job to get you through the festive season,” said SEEK CMO APAC, Maryanne Tsiatsias.
Santa’s arrival follows a successful earned teaser campaign earning 145 media clips and over 25 million in total reach, executed by Adhesive PR, which tapped into the growing conversation around seasonal work. Building on the insight that 52 per cent of Australians intend to take on a second job this year, the campaign highlighted the peak hiring period for Santa roles on SEEK in September and October, encouraging those considering a second job to step up to the sleigh to support the big guy in the North Pole.
“Everything we do is about helping people find the right opportunities for them. Just like Santa, every jobseeker has unique skills and aspirations and SEEK is here to match them with the best job for their needs,” Tsiatsias added.
“What we love about this platform is how flexible and fun it is. Characters like Santa bring instant recognition and entertainment, while also driving home SEEK’s role as the place to find your best job match. We think audiences will enjoy seeing him in a new light. It also reflects our ongoing partnership with SEEK—we’re proud to keep evolving this platform together,” commented Droga5 ANZ executive creative directors, Joe Sibley and Hugh Gurney.
“Our role was to build anticipation and start conversations before Santa’s big reveal. By shining a spotlight on seasonal jobs—and using insights around application trends and second-job intentions—we created a natural hook that got people talking about SEEK and the festive job market. It’s been exciting to see the buzz build ahead of the campaign launch,” said Adhesive managing director, Mike Maurice.
The Santa creative premiered during the broadcast of the AFL grand final, building on SEEK’s ongoing campaign featuring well-known characters such as Tarzan, Dorothy and the Tooth Fairy—captured just before they found their true calling. Each story demonstrates how SEEK’s technology helps job seekers discover their best match.
The campaign will run across TV, outdoor, online video, radio, search, email, display, social, and SEEK-owned channels in both Australia and New Zealand.
Credits:
Client: SEEK
Chief Marketing Officer, APAC: Maryanne Tsiatsias
Head of Marketing, ANZ: Philippa Jamieson
Head of Digital and Media, APAC, Mark Thiele
Senior Marketing Manager, Media and Planning, Kevin Alphonso
Senior Marketing Manager – Integrated Campaigns: Jasmine Taulla
Marketing Manager – Campaigns: Carly Robinson
Marketing Manager – Social & PR: Simone Gioia
Marketing Manager – ANZ Digital Marketing: Allison Downes
Senior Marketing Associate – Social & PR: Dylan Tucker
Senior Marketing Associate – Media & Planning: Belle Healy
Senior Marketing Associate – Programmatic: Christina Chow
Marketing Associate – Programmatic: Luke Pritchard
Creative Agency: Droga5 ANZ, part of Accenture Song
Chief Executive Officer: Matt Michael
Chief Creative Officer: Barbara Humphries
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Joe Sibley
Executive Creative Director: Hugh Gurney
Head of Strategy: Dave Collins
Nat Head of Production/Producer: Romanca Mundrea
Senior Producer: Katie Wellbelove
Senior Art Director: Ben Horewood
Senior Copywriter: Michelle Canning
Design Director: Raphael Tamkalis
Designer: Noel Yeung
Chief Client Officer: Jayne Brady
Senior Business Director: Kim Thompson
Business Manager: Ingrid Zhang
Media partners: UM
General Manager: Adam Russell
Managing Partner: Ash Gilbert
National Head of Planning: Michael Mellington
Head of Strategy: Henry Feagins
Client Director: Ebony Wood & Christian Rossi
Trading Director: Meg Fergus
Planning Manager: Nicola Wigley
Production Company: Revolver
Director: Taso Alexander
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Lib Kelly
DOP: Ari Wegner
Production Designer: Alex Holmes
Wardrobe: Sophie Fletcher
Post Production: The Editors
Producer: Isabella Key
Editor: Mark Burnett
Colourist: Edel Rafferty
Sound: Squeak E. Clean Studios
Executive Producer: Ceri Davies
Head of Sound: Paul Le Couteur
PR: Adhesive
Founder & Managing Director: Mike Maurice
Senior Account Manager: Bridget Mills
Earned Creative: Maddy Yarrow
