Monster Encourages You to 'Bag' a New Job in Humorous Personified Ad

Monster is inspiring job seekers to get back to work in their own way using work bags, luggage, and backpacks to give voice to job seekers’ feelings in the current 'work' environment in a new marketing campaign created by MullenLowe. In just two months’ time, more than 35 million Americans have found themselves unemployed and feeling the pressure to land a new job. Monster, a global leader in connecting people and jobs, wanted to make a bold statement that would remind candidates that opportunity is out there, and millions of jobs are waiting on its website.

“We wanted to tap into how people were feeling in the current work environment and give them permission to be frustrated and anxious, but also offer a solution to help them work through it,”  said Ben Salsky and Myles Allpress, creative directors at MullenLowe. “The work bags were a way to represent a range of jobs and bring them to life to voice these emotions, adding some levity to a heavy situation. Suddenly you’re feeling for a suitcase tucked away in a closet or a backpack stuck in bed all day, and maybe that makes you laugh. We figured we could all use a laugh at the moment.”

Given the challenges posed by the current production environment, using the bags was a workaround to create some original content. MullenLowe still grounded the work in reality, not letting voice talent know they were playing the role of a backpack or a suitcase, just that they were representing an impacted member of the workforce. The scripts were left ambiguous enough to allow them to work both ways.

The spots were directed remotely in adherence with Covid-19 restrictions on production. The video feed came directly from an Alexa camera into a Zoom meeting led by the MAMA team, with client and agency present.

“We are excited to show Monster as a solution to our universal desire to move forward, and to inspire people to get back out there and find the best fit in our changing workplaces, ” said Jonathan Beamer, CMO of Monster.

The campaign will roll out across TV, radio, and social.