SEEK

Brief:
Our challenge was to reposition Seek.com.au as a dynamic career partner for Gen Z and Millennial job seekers across the APAC region. The goal was to highlight Seek's AI-powered job-matching tools and emphasize its role in helping users find meaningful careers, moving beyond its perception as just a traditional job board.

Campaign Insight:
Our research revealed that Gen Z and Millennials are highly driven by purpose, individuality, and creativity. They seek careers that align with their values, such as diversity, sustainability, and flexibility. This insight shaped our campaign to focus on rekindling their childhood dream jobs, linking these nostalgic ambitions with Seek's tools to encourage job seekers to explore fulfilling career paths.

Concept:
The concept, "A big dream just needs a little search," uses the emotional appeal of childhood dream jobs (like astronauts, chefs, and pilots) to inspire job seekers to pursue their passions. Our creative executions depict children confidently performing adult jobs, injecting humor and charm to engage the audience and promote Seek’s job-matching tools.

Media Types:
Our campaign is spread across multiple platforms, including:

• POS posters and bus shelter ads featuring playful visuals of dream jobs.
• Social media content with short, engaging videos encouraging user participation.
• TV and cinema ads where kids act out professional jobs, aligning with the campaign’s nostalgic tone.

Brief:
Our challenge was to position Fitzroy unTraditional Gin (F.U.G) as a craft gin brand that represents the vibrant, creative spirit of Fitzroy, Melbourne. The goal was to connect with 20-29-year-olds in the local area by highlighting F.U.G’s unique flavor profiles and local ingredients, emphasizing its deep roots in the community. The campaign also needed to communicate F.U.G’s modern approach to gin-making while maintaining its connection to Fitzroy's cultural heritage.

Campaign Insight:
Our research revealed that young adults in Fitzroy are driven by individuality, community, and authenticity. They value local, small-batch products that are crafted with care and have a story behind them. The insight shaped our campaign to focus on F.U.G as not just a gin, but a reflection of the people of Fitzroy—bold, untraditional, and proudly local.

Concept:
The concept, “F.U.G – The Spirit of the People”, highlights how the gin is a product of the community and culture that surrounds it. It’s more than a beverage; it’s a symbol of Fitzroy’s independent, creative energy. The campaign tells the story of F.U.G’s unique distillation process, the locally sourced ingredients, and the brand’s deep connection to the community. This is visually expressed through images of vibrant street art, local markets, and key landmarks in Fitzroy. Each gin flavor has its own personality, tied to elements of Fitzroy’s eclectic lifestyle.

Media Types:
Our campaign is spread across multiple platforms, including:

• Website: A fully developed website with sections that highlight Our Roots, The Process, Flavours, and Locations, showcasing the story behind F.U.G and where it’s available in Fitzroy.
• Video Content: A one-minute video titled “The Spirit of the People” that captures the essence of Fitzroy’s community, showing the gin-making process intertwined with shots of local life and culture.
• Social Media Content: Engaging posts that tell the stories behind F.U.G’s distinct flavors, drawing connections between the local community and the gin’s ingredients, encouraging user participation.