Orks am Airport
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
“Orcs at the Airport” is an unconventional employer branding campaign that deliberately presents Hamburg Airport from a new perspective. In short social media clips, orcs immerse themselves in everyday airport life, experiencing workflows, teams, and typical situations up close. With self-irony and a wink, the campaign makes professions, workplace culture, and team spirit visible and relatable. By using pop culture and storytelling, the campaign positions the airport as a modern, open, and likeable employer, specifically reaching young talent where they spend their time every day: on social media.
The Jury‘s Statement
In the competition for young talent, Hamburg Airport takes a route employer communication rarely pursues: the campaign "Orks am Airport" ("Orcs at the Airport") uses pop culture not as a mere effect, but as a central narrative figure for diversity, career changes and team culture. Short social media formats featuring real employees, a clear platform logic and close ties to everyday work create attention without losing the connection to the brand. What defines the project is the consistency with which humour, recruiting and internal identity are brought together into a clearly legible employer profile.
