| Title | #ADDYOURCHARACTER |
| Brand | DEEPBLUE NETWORKS |
| Product/Service | RECRUITMENT |
| Category |
G02. Illustration |
|
Entrant
|
DEEPBLUE NETWORKS Hamburg, GERMANY
|
|
Idea Creation
|
DEEPBLUE NETWORKS Hamburg, GERMANY
|
|
PR
|
DEEPBLUE NETWORKS Hamburg, GERMANY
|
|
Production
|
DEEPBLUE NETWORKS Hamburg, GERMANY
|
Credits
| Oliver Drost |
deepblue networks AG |
Chef creative officer |
| Burkhard Müller |
deepblue networks AG |
Creative director |
| Benedikt Bockshecker |
deepblue networks AG |
Art Director |
| Stefan Anlauf |
deepblue networks AG |
Senior copywriter |
| Thea Oppermann |
deepblue networks AG |
Motion Designer |
The Campaign
People who are looking for a new job in an agency tend to focus on salary, position or major clients, but the most important consideration of all is who they will be working with. How many people are given the opportunity to meet all their future colleagues during their job interviews?
To overcome this barrier, we decided to present everybody in the agency in a fun and personal way. In order to make the experience both intimate and relatable, we created cartoon characters that are depicted in the co-workers’ most memorable characteristics.
Creative Execution
One co-worker is featured every day within 2015. To spice things up, we added illustrations on topics that are of interest to us, including caricatures of pop culture figures.
The light-hearted cartoons, consistency of the design language and the frequency of our posts delivered a visually powerful appeal to join us: #addyourcharacter
Indication of how successful the outcome was in the market
Some 200 illustrations later, we had more than 20,000 followers and an average of 600 likes per day. The number of job-applicants also doubled. Instagram has now become our most powerful recruitment channel.
The positive effect of this long-running campaign can be felt internally as well. Colleagues share their personalized cartoon characters with their friends, and use them as profile pictures on their social media channels. Unexpectedly, through this campaign, our colleagues actually identify themselves even more closely with the agency than ever.
We were targeting potential employees from all over the world. People who are active on Instagram and therefore have a sense for aesthetics and design.