Calling for the worst nightmares of every traditional HR department.
Challenge
Sapient Corporation operated at the rapidly evolving intersection of technology and experience, a space traditional Tech & IT firms were completely failing to grasp. Our challenge was to aggressively recruit top-tier talent in a fiercely competitive market. We were to establish Sapient as the ultimate, unapologetic playground for genuine creative disruption.
Insight
Traditional recruitment advertising is a dreadfully boring sea of stock photos desperately promising "dynamic workspace" and "corporate synergy." We realized that the absolute best talent deeply despises conformity and is perpetually unsatisfied with the status quo.
Idea
We crafted the provocative "Troublemakers" platform, weaponizing the word into a highly coveted badge of honour. Instead of begging for polite, obedient employees, we actively hunted for unapologetic rule-breakers who were currently driving their bosses insane. We positioned SapientNitro as a sanctuary where disruption is actually the KRA.
Execution
Our intention for this defiant campaign across digital and print was to look and sound more like a punk manifesto than a corporate recruitment drive. By flipping a negative behavioral trait into the ultimate hiring prerequisite, we successfully eliminated boring conformists and attracted the exact breed of restless genius the company needed.
Brand
Sapient Corporation
Campaign
Troublemakers
Agency
Sapient Nitro
Role
Creative Supervisor & Writer
Awards
Bronze / Spike Asia / 2016