October 2016

The objective was to drive traffic to the MyCareer Salary Centre, a salary resource containing data such as salary ranges and trends by industry and by region. It enables people to see what others are earning and determine if they¹re being paid what they're worth.

We created an exact replica of an unopened payslip, right down to the flimsy stock and perforated edges. It was inserted into magazines - as though it were a mistake - and distributed accordingly. We knew that most people would open it because they couldn't help themselves.

Advertising Agency: DDB Group, Melbourne, Australia
Creative Director: Michael Faudet
Art Director: James Barkley
Copywriters: Justine Gaitz, Callum Fitzhardinge

Comments (1)

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kurtberengeiger's picture
Activity Score 7323

Ok. Strategically creative, but not especially creative creative.