The problem

How can one digital agency attract the best new talent to its graduate scheme?

Red background with black and white text asking "This is dare are you?"

The brief

As Head of Copy at the digital agency Dare, I was asked to create a graduate recruitment campaign which reflected the culture of the agency in a fun and original way.

Illustration of black glasses on a blue background with the text '4% just to look cool'

The strategy

Infographics were all the rage. As well as being omnipresent, they took themselves very seriously.

I wanted to be relevant and original; reflecting the zeitgeist — but in a Dare way. Hence the choice of a tongue-in-cheek infographics animation.

Close-up of a vintage typewriter with white keys featuring black characters, set against a red background.

The creative

While the final film is deliberately eccentric, many of the facts were rooted in truth. I began by sending the agency a survey with questions stretching from the sublime to the ridiculous.

Facts at hand, I started writing.

The endline - This is Dare. Are you? - was a nod to one of my favourite advertising campaigns for The Independent newspaper.

A graphic showing the word hello in multiple languages, including 'Hola,' 'Salut,' 'Ciao,' and others, with a red background and various colored text boxes and speech bubbles.

The results

It was a long time ago. I didn’t think to track numbers. But we did recruit some fabulous grads - including the designer of this website.