Workforce Singapore — Personification Campaign

Every Career has a Story

We make choices everyday, just like how we select a drink from the vending machine. This campaign evoked job-seekers to rethink their career choices at different stage of their lives.

The concept empowers job-seekers to take charge of their career by rewriting career stories of their own. In this lead gen campaign, we personified ‘Addy’ the vending machine as the career advisor and 3 other job-seeker’s personas: Employed PMETs, mid-career switch and the unemployed.

Roles

Creative Lead for Conceptualisation, Art Direction & Campaign Execution

Pitching Team: Wilson Foong (Lead), Sa'at (CCD), Arlene (Writer), Debbie & Cai Hong (Designers)

Year

2020

Addy’s first appearance in the teaser as the friendly career advisor.

Evoked target audience with relatable scenarios through a 90s video.

Delved deeper into these job-seeker's stories through snackable illustrated comics.

Tactical messaging and various assets were developed for different media platforms.

To drive leads through an interactive questionnaires

These sets of questionnaires & results were created by psychology professionals at Workforce Singapore. The results were then being identified into the different catalysts which in return helps the job-seekers to find out more about the help they needed.

Every Career has a Story - Interactive Quiz

Through this 90s video, the suite of careers advisory services was re-emphasised.

The intention was to create a walkthrough on how Careers Connect can help in career advisory, as well as to launch their new mobile vehicles at the designated heartlands.