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