Campaign objective: To attract a talented, awarded Art Director in South Africa to apply to join TBWA Durban.

 

Creative Strategy: To entice art directors in existing agencies with the prospect of joining TBWA\Durban.

 

Creative Concept: TBWA\Durban decided to look for Art Directors in the place where they spend most of their time, the internet. In collaboration with GreatStock, one of South Africa's leading image search engines, we decided to place our ads for an Art Director in their extensive gallery. For the first time ever, a stock image gallery was used as an advertising platform.

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Results: Previously, where only 10 responses for a job were received in a month, over 100 portfolio submissions were received in the first two days alone!

 

Assegai Awards 2015:

 

'Black Spear' (Grand Prix equivalent)

Effective use of content category

 

Gold:

Innovative Solutions category