In 2007 our team at BBDO was challenged by Monster to reinvigorate its brand and expand its global reach.
Through extensive research we realized that we needed to help Monster evolve from a job transaction machine to a life improvement engine by positioning them as a valuable tool to help people acheive their life goals.
We developed a fully integrated global communications plan that was lead by the tagline "Your Calling is Calling". The campaign launched in Feb 2008 and was made up of television, radio, print and online advertising. Four thematically and visually unique television spots premiered across the world, in the US, UK and Europe and would show in 26 different countries throughout early 2008 as well as the Super Bowl.
The print ads were aimed at job seekers and employers, running in BusinessWeek, Forbes, Fortune, Fortune Small Business, HR Magazine, Human Resource Executive, Staff Digest and Workforce Management.
The online campaign also included a complete site redesign as well as rich media brand ads and a demand-generation campaign designed to get people to click through to Monster.com and post their resumes.
Won Gold at New York festival- International Advertising Awards
I find it important to highlight that my role in this campaign was one of strategic analysis, client management and project management. All of the concepts, creative, design, development and strategy were generated by the talented BBDO team listed below, who I had the pleasure of working with on this project:
Chief Creative Officer: David Lubars
Executive Creative Director: Eric Silver
Art Director: Gerard Caputo
Art Director: Chuck Tso
Art Director: Richard Ardito
Art Director: Jerome Marucci
Copywriter: Reuben Hower
Copywriter: Grant Smith
Copywriter: Steve McElligott
Copywriter: Adam Kanzer
Senior producer: Ed Zazzera
Senior producer: Anthony Curti
Bronze Cannes Lion Award 2008 (Business Equipment & Services)
AICP campaign of the year
Merit One Show
The redesigned site included a new home page with an updated look and feel; an Express Apply feature that streamlines the resume-posting process; a new search engine that lets job seekers refine and modify their searches; and content integrated throughout the site providing relevant advice and information.