SEEK has unveiled a new brand platform, This way forward, to help candidates and employers navigate to their personal definition of progress.
It also speaks to the brand’s commitment to helping drive industry progress on critical workplace issues, such as diversity and inclusion and mental wellbeing.
“Work isn’t what it used to be. There’s a lot of uncertainty around the future of work and increasingly candidates and employers are looking for someone who understands what progress in the workplace could look like," Seek marketing director Jennifer ten Seldam says.
"As the market leader and with over 21 years of local employment knowledge, no-one is better positioned to drive that conversation than SEEK.”
The new brand platform has come to life through an integrated campaign from Clemenger BBDO Melbourne and Six Black Pens.
The new brand campaign encourages candidates and employers to change the way they look at work, careers and hiring.
The campaign, Let’s change the way we look at work, is launched with a hero 30-second film and uses animation and music to show how Seek can support Australians throughout their career and hiring journey by helping them change their perspective.
The hero film is supported by a suite of tactical 15-second films led by Clemenger BBDO Melbourne, along with radio ads, created by Six Black Pens.
“Today’s world of work can sometimes seem overwhelming, but the truth is, it also presents more opportunities than ever before," Clemenger BBDO Melbourne chief creative officer Stephen de Wolf says.
"The team wanted to build a brand world that reflected this, encouraging Australians to see work from a new perspective.
“So, when they stumbled across Bud Luckey’s Sesame Street song, it seemed like we’d found something special. It may have been written in the ’70s, but we felt it could supply some much-needed optimism for today in combination with pared-back, lo-fi animation to leverage the powerful pull of nostalgia.”
At the heart of the campaign are Seek’s newly optimised Career Advice destination, which offers candidates everything from advice about how to get into a role, to career tools and templates; and its Hiring Advice destination with tips on topics like the hiring process, how to keep your team motivated and practical resources.
"It’s great to work with a brand that wants to do something different including delivering a ‘whole of marketplace’ campaign," Six Black Pens creative director Oli Vickery says.
"From the outset, our objective as a team of agencies has been to talk to candidates and employers equally, showing both we understand what matters to them. That’s no mean feat – getting messages out to these two audiences in a way that engages both and alienates neither.”
The integrated campaign, with animation produced by Buck and media led by Starcom and Seek’s digital team, will be rolled out this week across broadcast, digital, radio and media partnerships.
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