More than 80 percent of employed people in Serbia are not satisfied with their job, and according to global job market research, change of job is the fourth most stressful change in life. How do you motivate people to make the leap and search of a new, appropriate job in such a situation?
The leading employment site in Serbia, Poslovi.infostud.com, and McCann Belgrade, created a series of hilarious videos in which we see protagonists in a hypothetical situation: what would have been had they not changed their job and became what they are today, for which we recognize and love them. In this way, positive examples are provided by personalities from the public sphere, who owe their success precisely to the fact that at some point in their life they mustered the courage to make the change. The campaign includes Neda Ukraden (singer, graduated lawyer), Marko Šelić Marčelo (writer, former tattoo master) and Dejan Pantelić (TV host, former bakery worker).
Celebrities were strategically selected to include and encourage different target groups in the campaign. In addition, billboards are strategically placed on sites that are in some way linked to the protagonists (ie the billboard with Neda Ukraden, who has a diploma of two faculties, was set up next to the Faculty of Economics in Belgrade) to further encourage conversation about job change.
Already in the first week of broadcasting on YouTube the campaign attracted great attention and produced avalanche of comments on social networks. Check out the spots below:
https://www.youtube.com/watch?v=kXTKuHZxncw
https://www.youtube.com/watch?v=hasj4pyO1Pk
https://www.youtube.com/watch?v=YuRHqh9q_Fg
CREDITS:
Creative Director: Jana Savić Rastovac
Digital Creative Director: Vladimir Ćosić
Digital Copywriter: Sandra Stojanović
Junior Copywriter: Marko Marković,
Assistant to Creative Director: Lidija Milovanović
Designer: Branko Rosić
Account: Milena Đorić Gudurić and Aleksanadra Bradić
Strategic planner: Katarina Pribićević
