Orks am Airport
Winner
Excellence in Brand Strategy and Creation
Brand Efficiency of the Year
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 deliberately freed its employer brand from the routines of conventional recruiting communication. "Orks am Airport" ("Orcs at the Airport") uses pop culture and self irony not as an effect, but as a precisely chosen point of differentiation: real employees, real work processes and a clear stance on diversity and lateral entry remain recognisable at all times. Because social media content, careers page and HR measures are consistently aligned, a bold idea becomes economically astute brand work with strong reach in the relevant environment.
