Campaign features three Australians Ned, Lee and Charu in a social experiment.
Clemenger BBDO, Melbourne and Seek have launched a new brand campaign, Why Settle? Seek. in a bid to explore the importance of being fulfilled at work and the impact that career choice has on Australians and their families.
The campaign is based on a social experiment focused on three Australians whose family and friends identified that they weren't fulfilled in their current career and therefore not reaching their full potential.
Says Kendra Banks, marketing director, Seek: "Seek is a brand that champions the importance of leading a fulfilling working life, so what better way to demonstrate this than to help Australians discover the career that's right for them.
"Seek has become a destination for more than just applying for a job. People now look to Seek for career advice, to explore career pathway opportunities and get a sense of what's possible when it comes to career aspirations. Through this campaign we're aiming to give people the confidence to act on this information."
The social experiment captures the moment Ned, Lee and Charu are surprised by their family and friends who have picked a new job that they believe will bring out the best in their loved one. Seek then arranged a day of hands-on work experience to help them uncover their true potential.
Says Rich Williams, CD, Clemenger BBDO, Melbourne: "The thought of your family and friends choosing your job for you seemed like an intriguing, yet slightly terrifying premise to create a campaign. The main reason we were excited by the idea was because it makes you stop and reflect on whether you are actually in the right job and the impact your happiness is having on your family and friends."
In partnership with Starcom and Isobar, the integrated campaign, heroing the longform video which tells the full story of the social experiment, will be rolled out online this week. The longform video will be supported by TV and have a strong digital presence including a purposely built campaign website (whysettle.seek.com.au).
The campaign also extends across cinema, radio and on social media, providing additional content and stories to inspire and support those seeking a career change.
Agency: Clemenger BBDO Melbourne Creative Chairman: James McGrath Chief Creative Officer: Ant Keogh Creative Directors: Richard Williams and Ant Phillips Senior Creative: Hilary Badger Senior Creative: Lee Sunter Executive Producer: Sonia Von Bibra Senior Producer: Tania Jeram Group Business Director: Carol Macdonald Account Director: Emma Whiteley Production Company - Revolver/Will O'Rourke Director - The Glue Society's Pete Baker Managing Director/ EP - Michael Ritchie EP/ Head of Projects - Josh Mullens Producer - Alex Kember DOP - Simon Walsh Casting - Fiona Dann, Casting Sugar Editor - Jon Holmes Post House: Finish Productions Colourist - Martin Greer Sound House - Flagstaff Studios Music Composition: - Alejandro Gomez & Lukas Farry, Otis Studios
Client: SEEK Marketing Director: Kendra Banks Head of Brand & Candidate Marketing: Babi Kahveci Head of Digital Marketing: Anshu Arora Marketing Manager - Brand: Suzanne Robertson