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Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities & Campaigns
Credits
Company / Customer
Designer
Details
Many people consider nursery school teacher a very important and demanding job - but at the same time as underpaid as well. The campaign "MORE than you get anywhere else" counters this prejudice by a confident statement - to attract MORE nursery school teachers. It shows that they get MORE purpose - and MORE money than one would expect. The ads combine impressions from everyday life in Kindergarten with statements connecting it to office jobs. Additionally, there is a subhead stating the salary.
The Jury‘s Statement
The campaign "MORE you get nowhere" sets new standards with its creative brilliance in addressing and recruiting specialists for the field of early childhood education. Through the skilful combination of emotional insights into day-care routine with surprising salary information, she effectively breaks with the common prejudices against the teacher professorship. The message that hardly any other profession offers so much meaning and at the same time attractive financial perspectives reaches its audience directly and sustainably. This campaign is an example of how targeted employer branding can not only motivate, but also positively change the social perception of an entire professional field.
