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“If you’re on the Cannes jury, you’re definitely one of the best creative directors in the world…” This is an extract from 180LA’s recruitment ad. It’s not a typical ad. In fact, it’s a case study. For The Most Direct Recruitment Ad Ever. Entered into Cannes Lions. Four times.
Why? Because 180LA is looking for one of the world’s best creative directors to join the agency. And during Cannes Lions’ week-long International Festival of Creativity, so many of the world’s best creative directors are gathered in clusters - or as they’re more commonly called, juries.
So 180LA’s The Most Direct Recruitment Ad Ever has been viewed (perhaps several times, as well as discussed) by the Direct Lions, Film Lions, Radio Lions and Press Lions juries.
After the case study voiceover addresses three of the creative directors on its hit list in person, it goes on to name some of ‘results’ of being a 180LA creative director. These include “120% increase in days of sunshine,” “hundreds of Tweets from friends wanting to visit you,” and “thousands of impressions of your feet in the sand”.
Then comes the email address and phone number for CDs to get in touch. And if they're not interested, they're urged to "pass this idea to the shortlist and help change the life of another CD”.
There are definitely cheaper ways to find a new CD, but few as effective in establishing an agency’s creative credentials at the same time.
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