Description
Problem
As GenZ Job seekers increase, many struggle due to a lack of experience. Today’s entry-level positions often demand at least two years of experience, with 35% of Linkedln job postings requiring three or more years. How can we turn unremarkable CV's into fantastic CV’s?
Insight
Nowadays there are vacancies with inflated titles. This practice involves using engineer, manager, or wizard to embellish positions, making them appear more glamorous, enticina, or significant than they truly are.
Idea
Fanta played the same game of recruiters renaming more than 20 volunteer programs with inflated titles, that's how we turned a Can Recycling Program into an Environment Innovation Expert, a Mural Painting Volunteer into an Urban Transformation Curator and more.
We launched this action through QR s in our products and communicate it with OOH ads and social media posts. That's how we hacked the job market, helping Gen Z get the jobs they want and making them fall in love with the brand.
This student campaign titled 'Inflated Internships' was published in Colombia, Ecuador, and Panama in March, 2024. It was created for the brand: Fanta, by ad school: The Pub School. This Direct medium campaign is related to the Other, Public Interest, and Soft Drinks industries and contains 4 media assets. It was submitted 6 months ago by Creative Director: Gabriel Arosemena of Verbo.
Credits
Advertising School: The Pub School, Quito, Ecuador
Copywriters: Gabriel Arosemena, Daniela Cruz,
Art Directors: Leonardo Moreno, Carlos Parra, Daniel Orcés
