2011 Winners & Shortlists

Brief Explanation

The issue: Strategic planners are hard to come by in the region. That being the case, we decided to expand our search to include people in disciplines and industries beyond just planning: Media agencies, consultants, brand managers, advertising account handlers, and pretty much anyone else who we thought might welcome being clever in jeans.

The Brief

Background: The Leo Burnett planning department was looking to recruit two new strategic planners.

How the final design was conceived

Insight: Backed by absolutely no research we came to 2 conclusions: planning is pretty much the best job in the world, and every other job out there sucks in comparison. Idea: Help people realize just how much they hate their jobs.

Indication of how successful the outcome was in the market

Results: In the 24 hour life span of ‘the campaign’ we managed to get: Numerous complaints, Over 7,000 views on youtube, And over 75 CV’S We found our two planners: one was an engineer and the other an account handler.