TALENTS IN BLOOM
Program “Unilever apprentice”
Endomarketing, Print
TALENTS IN BLOOM
Program “Unilever apprentice”
Endomarketing, Print
CREATIVE INSIGHT
Along with my team, I created the campaign’s concept thinking about the development of the young apprentice into an experienced professional. In other words, we focused on the transformation, the changing process that this youngster would go through over the years. Thus, we took advantage of the word “MUDAS” (CHANGE) which, in Portuguese, has two different meanings: as a verb, people who CHANGE something; and the use of the word as a noun, MUDAS (SEEDING). We created an analogy of the youngsters being represented by a little seeding (MUDA), as the flourishing of a new talent that will turn into a big tree, the symbol of wisdom.
CHALLENGE
Unilever requested us to create a promotional campaign for their Young Apprentice program, a way to hire young talents to start their career in the company through the young apprentice category, so that in the future they can become a graduated employee, tailored by the company’s values. As this was an internal campaign, another important challenge was to encourage employees to keep it only within Unilever’s factories and offices, in order to avoid a demand that couldn’t be met.
RESULTS
People were highly engaged. With this campaign, Unilver beat its hiring record of the young apprentice program with an increase of 33% of candidates, a number much higher than the expected, based on past campaigns.
The campaign was so successful that, in the following year, the same creative approach was used for the campaign’s pieces, however, outcome data was not provided at this time.
Client
Unilever
CREATIVE DIRECTION
Fabio Divac
ART DIRECTION
Fabio Divac
COPYWRITING
Francisco Poltronieri
DATE
November 03, 2016