fantastic candidates
Client: Workforce Singapore (Adapt & Grow)
THE BRIEF
By 2030, Singapore’s workforce is projected to experience the largest degree of job displacement and skills mismatch regionally, due to technological disruptions. To help Singaporeans stay at the top of their career game, Workforce Singapore introduced the Adapt and Grow initiative in 2016.
THE CHALLENGE
Our challenge was to devise a campaign relevant across age, race and culture. The problem is, only 1 in 5 Singaporeans knows Adapt and Grow exists – much less what it offers.
THE IDEA
We took a major departure from the usual depressive and down-trodden campaign angle job portals relish, instead adopting an approach our client had never dared to try.
We turned Singaporeans into believers with an outlandish claim: that we could turn anyone – regardless of age, industry and even species – into a fantastic candidate through Adapt and Grow. We created Fantastic Candidates. A charming group of characters from all walks of life, who share the same career issues, needs and dreams as you and me. Through each character’s journey towards an improved career, we showed how Adapt and Grow is here for everyone’s career needs.
Using life-like puppetry and precision CGI, we enhanced the realism of our stories to achieve two enchantingly cinematic short films that entertain and educate.
Watch the story of the Bewildered Bear, the uncertain careerist who just doesn’t feel like they’re in the right role. They yearn to find a job that truly resonates with them.
Watch the story of the Anxious Clock, the seasoned careerist who finds themselves stagnating in work, and worries about their future employability and skill relevancy.
We kicked off the campaign with a befittingly fantastic launch, we took over Raffles Green with 12 life-sized career paw-fessionals. Singaporeans were quick to catch on, spreading news and live previews on their social networks which dialed up our views, widening our reach by the thousands.
The glowing sentiment was mutual even from online audiences, flowing over to our post-launch period. We also received a special mention from Temasek Holdings CEO Ho Ching, and gained a full-page feature on The Straits Times Life section.
Watch the case film below:
AWARDS
MARKies 2020:
SILVER, Most Creative – Digital
BRONZE, Most Creative – Content Marketing
BRONZE, Most Creative – TV/Video Advertising