Downer has so many great people, and due to border restrictions and a labour shortage they have room for more. Each region in New Zealand has been doing a great job at attracting new talent, but the overall look & messaging of the creative was inconsistent.
We created the concept idea for Downer’s national recruitment campaign. Linking into Downer’s Own Different initiative, communicating different & ownable, by being attractive, engaging and consistent, through the use of real people, and celebrating what they do with their lives outside of work.
The idea needed to work at a national level for a consistent and unified brand, and to be more visible to potential employees. It also needed to work at a regional level to be specific to regional nuances, adaptable to the different business units and flexible enough to work across several different channels.