mackexecutivesThe campaign lab
Here’s how
we connect the dots.
A portfolio can show you the finished piece. We’d rather show you why it exists.
CONCEPT PROJECT / Care recruitment
Some people are just good with people.
Turns out, there’s a career for that.
An illustrative campaign, not commissioned client work. No research findings or performance results are claimed.
01
Hiring Problem
Illustrative brief: a care employer needs to reach people who could be suited to the work but don’t currently picture themselves in a care career.
02
What We Found
A hypothesis to investigate: experience-first language may make some potential applicants rule themselves out. A real campaign would begin by checking role requirements, training availability, local job ads and candidate feedback.
03
Candidate Insight
Proposed insight: some people already see themselves as patient, attentive and good at helping others. They may not connect those strengths to paid work in care.
04
What Everyone Else Was Saying
For this concept, the assumed category message is ‘rewarding career, great team, competitive pay.’ This is a creative premise, not a reported competitor research finding.
05
Creative Whitespace
Make the candidate’s recognizable strengths the opening message. Then explain the real work, requirements and support in specific terms.
06
Campaign Idea
Some people are just good with people. Turns out, there’s a career for that. An invitation to explore, followed by an honest picture of the role.
Static creative
A career in care
Some people are just good with people.
Turns out, there’s a career for that.
Bring that part of you to work.
CONCEPT PROJECTIllustrative care recruitment campaign · Typography concept
Video / Reel direction
Some people are just good with people.
Three-frame concept storyboard showing the message sequence and creative direction.
The carousel
Deployment Thinking
Test identity-led creative against a straightforward role-led message in the same market. Use location-relevant paid social and a matching careers page. Verify pay, schedule, eligibility and training details before launch. Track qualified applications and progression, alongside clicks; use the client’s performance data to decide the next iteration.
Something at work is harder
than it should be.
Let’s fix it. Start with the real version.