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Leo Burnett Fights Unemployment in Fifth Third Bank Campaign



Fifth Third uses social media to give candidates more exposure to potential employees

Leo Burnett Fights Unemployment in Fifth Third Bank Campaign

Fifth Third Bank is using its advertising to help people find a job. Curious, isn’t it? But that’s just what Fifth Third Bank and agency of record Leo Burnett are doing in a new campaign, Reemployment, launching today. 

The campaign features actual job seekers participating in Fifth Third’s reemployment program with NextJob, a national reemployment solutions company. In addition to leveraging its advertising media to help job seekers reach prospective employers, Fifth Third is encouraging the public to use social media to give the candidates even more exposure and to help additional job seekers. 

The Bank launched an unprecedented campaign to showcase three actual job seekers: Katrina Holmes, Elba Pena and Bill Laakkonen to engage the public—customers, friends, family members and community members—to share their stories and help them return sooner to meaningful employment. 

By visiting, the public can utilize their own social networks to expand the job seekers’ reach, especially with potential employers, in ways that would be otherwise impossible. For every 53 retweets, Fifth Third will fund a job search coaching package for another unemployed person. 

The campaign also features Fifth Third customer Randall Jackson, a Chicago resident who actively engaged with the Bank’s reemployment initiative with NextJob. Jackson recently landed a job after being long-term unemployed. Sharing his story via social media will inspire other job seekers, and contribute to the funding of additional job coaching scholarships. 

The campaign will operate from the online hub,, where the candidates’ resumes come to life via short documentary videos and infographics, humanizing and adding dimension to traditional resumes. The campaign also utilizes seeded video and pre-roll as well as flash and rich media banners across high profile websites, networks, and social media, including Twitter, Facebook, LinkedIn and YouTube. 


Leo Burnett

Chief Creative Officer: Susan Credle 
Executive Creative Directors: Jon Wyville, Dave Loew 
Creative Director, Copywriter: Mike Ward
Creative Director, Art Director: Chris von Ende 
Senior Producer: Laurie Gustafson 
Senior Producer: Rock Darlington 
Account Directors: Louis Slotkin, Tracy Kurczaba, C.J. Nielsen, Megan Lally 
Sr. Project Manager: Katie Santoro 
Website: Legwork Studio 
Creative Director: Sean Klassen, 
Lead Developer: Drew Dahlman, 
Developer: Dean Boyer 
Production Company: Moxie Pictures 
Director: Henry Lu 
Photographer: Brian K. Camp 
Editorial: Beast 
Editor Jeff Jay 
Color Correction: Company 3 
Colorist: Tyler Roth 
Method Studios 
Artist: Ryan Wood 
Music: Marmoset Sound 
Mix: SUM1 
Engineer: Ben Keller
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Genres: People

Categories: Finance, Banking

Leo Burnett Worldwide, Mon, 02 Jun 2014 14:23:27 GMT