| Title | SELL THE JOBLESS |
| Brand | ACC (BELGIUM ASSOCIATION OF COMMUNICATION COMPANIES) |
| Product/Service | MASTERCLASS COPYWRITING |
| Category |
C07. CORPORATE IMAGE & INFORMATION |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Philippe Fass |
Happiness Brussels |
Creative Management/Creative Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Sharif Abdel Mawla |
Happiness Brussels |
Concept Provider |
| Michael Middelkoop |
Happiness Brussels |
Concept Provider |
| Edouard Coene |
Happiness Brussels |
Graphic Designer |
| Mathieu Cardon |
Happiness Brussels |
Copywriter Fr |
| Jan Denys |
Happiness Brussels |
Copywriter Nl |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Sophie Gunsbourg |
Happiness Brussels |
Agency Producer |
| Nejwa Jacobs |
Happiness Brussels |
Account Executive |
| Aubry Crock |
Happiness Brussels |
Account Executive |
The Brief
The Association of Communication Companies Belgium (ACC) realised there was a growing shortage of new copywriting talent in the Belgian advertising industry. The ACC was used to organise a Masterclass Copywriting, but this mainly reached out to young talent from ad-schools or interns at different agencies. For this year, it needed to attract new writers from outside advertising. So we needed an inspiring challenge that would motivate every person in Belgium that likes to write while at the same time it would put focus on the craftsmanship of copywriting.
Creative Execution
We showed that the craftsmanship of copywriting is capable of much more than only selling commercial products and services. The creative solution cuts both ways. Sell The Jobless recruited new people for the advertising industry, while at the same time (long-term) unemployed people were given a better chance in finding a job. 5 of them even succeeded in getting a job during the campaign.
Describe the creative solution to the brief/objective.
To fill the gap of copywriting talent in the advertising industry the ultimate copy challenge was set up: Sell a jobless person with only words and get recruited as a copywriter yourself.
On www.sellthejobless.be (www.verkoopeenwerkloze.be) aspirant writers could pick an unemployed person for whom he or she would write a cover letter. If the jobless person would get a job interview, the writer would go to the Masterclass Copywriting with the chance of getting recruited.
The campaign led to 490 participants writing a total of 668 cover letters. 5 unemployed persons found a job, 4 participants got hired as copywriter.
Results
490 aspirant writers participated on www.sellthejobless.be (www.verkoopeenwerkloze.be)
All together the participants wrote 668 cover letters for 13 different unemployed persons.
5 of these 13 unemployed persons found a job thanks to the cover letters
Of all participants 50 finalists were selected for the Masterclass Copywriting based on the success of their cover letters and creative style, judged by Belgium's top creative directors .
During this 2-day masterclass 4 winners were given a job as copywriter at 4 different Belgian agencies.
This low-barrier campaign reached outside the world of advertising, making a positive statement about what copywriting is actually about.