Merlin Entertainments are the lovely people behind SEA LIFE, Madame Tussauds, LEGOLAND, Alton Towers, Chessington World of Adventures – on and on. In fact, they’re second only to Disney in the visitor attractions game. And they’ve got the numbers to prove it, floating on the London Stock Exchange in November 2013 for a headline grabbing 315p a share.
So they don’t let just anyone in to run the place. They look for sharp graduates who are ready to have a global career, whizzing around the world from the UK to the US, working on genuinely big projects and having genuine responsibility for their outcomes. In other words, graduates who are ready to work their magic.
Here’s a selection of the materials from the campaign to show how the idea rolled out. We also re-skinned – and rewrote – a few pages on their website, which you can see here: merlincareers.com/graduates
When Spotify arrived in the UK, Radioworks must have thought all their Christmases had come at once. Now the latest thing in advertising involved one of the oldest things in advertising: radio ads. I’ve certainly seen it thrown into the channel mix on briefs a lot more since then.
But, of course, the client doesn’t always go with what you want. Every creative has them - the ones that got away. That’s what I’ve got here: two Spotify scripts E.ON should have gone with.
They were trying to attract more 16 year old+ women to their engineering apprenticeship programme. Here are two 30 second spots I wrote to do just that.
Ah well. They never got made. But at least they’ve found a home here.
National Grid set us a bit of challenge here. They wanted a new microsite – and supporting campaign – concepted, designed, written, coded and live in just four weeks. Over Christmas. Yes. They had to start getting candidates in for some very important roles in the transmissions part of their business - that’s the part that pipes the gas and electricity from the power companies to homes and businesses around the UK. So we came up with ‘Make the Connection’, a concept built around making striking connections between everyday life and the work the teams do. This is a video overview of the microsite, connectwithnationalgrid.co.uk
Here’s a nice one. EDF Energy is big on graduates. You would be too if you were regularly looking for nuclear engineers and the like. So they wanted to engage with them earlier and give them a real insight to what life at EDF Energy is like. So we created this app to do just that.
How does it work? Simple. We gave out a batch of iOS devices to 15 current graduates at EDF Energy with the app preloaded. Then, at different times through the day, the app prompts them to capture what they’re doing in a short video, text or picture. That content is then feed through to a special page on EDF Energy’s graduate site. There are 15 different graduate programmes and the page lets you filter the content by what’s most relevant to you. Here, have a poke about: http://careers.edfenergy.com/graduates/hear-from-our-graduates
Those 15 graduates are featured throughout the broader graduate campaign we created for them. So they pop up in profiles on the careers site, and in brochures and leaflets. Making them the face of the campaign. Which ties it all nicely together I think.
It’s just started to do the awards rounds (hence all the little red badges on the artwork) and has already won Best Use of Mobile at the 2014 RAD awards, which doesn’t hurt.
Here’s a new B2B brand we created. Hyphen does recruitment outsourcing. That’s where a big corporate brings them in to take care of all their recruitment needs. In fact, from the point of view of anyone applying for a job, Hyphen is the client – they use their emails, their branding, the lot. So it’s imperative that they have a Zen-like oneness with their clients. They need to understand everything about them. To the point that they are living and breathing them.
And that’s the heart of the new brand: Living. Breathing. We developed it on the back of research with their clients and their employees and completed the strapline with one of six keywords that reflect what they offer the market. That led to the tree device, which has the legs that’s needed to run across everything from a new website (which is in the works) down to business cards and PowerPoint templates. The ten images are selections of the work we created. It was great to get a recruitment consultancy that was willing to break away from the smiling people photos that dominate their market. Thinking a little bit differently pays off, I say.
More Deutsche Bank. They look for the sharpest of the sharp students each year for their graduate programme. Agile minded young people, who can look at the world from a variety of angles, understand complex points and see the big picture. So when Deutsche Bank visited campuses in 2013, they played this video before their presentations to lay out their stall.
Often times, clients have shot their corporate videos in their mind before they ever brief their agencies. And talking heads is usually what they come up with. Not so here. We showed EDF Energy how we could bring their Feel Better Energy brand to life for graduates with something more creative. More fun. More engaging. It was delivered in a creative way too – a Videopak brochure.
Creating an employer brand for a revolution in biomedical research
The Francis Crick Institute is currently being built in North London. When opened, it will be a world-leading centre of biomedical research and innovation. It will promote connections between researchers, disciplines and academic institutions and between healthcare organisations and businesses. They want it to have the scale, vision and expertise to tackle the most challenging scientific questions underpinning health and disease.
It is a genuinely fresh development for the UK and global biomedical research community, so we felt it was important that we told its story in a fresh way so that it stands out. Not the usual smiley people in lab coats stuff that the sector is plagued with. Luckily, the client was on the same page – they’d had their fill of lab shots too.
And so we created this striking new employer brand for them. Here are some selections from the brand guidelines I wrote to give you a flavour of the look and feel and the messaging.
King.com makes games. Social games. Little addictive treats played on Facebook and on your phone. In fact, they are the number one games developer on Facebook. Which is why they are expanding. Massively. To help grab some of the smartest and most creative techies in the world, they booked themselves in at the annual Games Developer Conference in San Francisco. And then turned to us to create a branded experience to wow the visitors at their stand.
Now isn’t this fancy? We created a lovely, effects-heavy spot for BAE Systems and then embedded it in a credit card sized player and mounted it on the cover of a trade magazine. It plays with full colour and sound. Impressive, eh?