Thank Job it’s Monday
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
Details
Stadtwerke Bochum is taking a bold and tongue-in-cheek approach to recruitment with a new employer branding campaign. “We need to be noticed by young people and show that we have long since left the dusty image of bureaucracy behind us,” says Managing Director Frank Thiel. Under the slogan “Thank Job it's Monday”, short mockumentary-style video clips can be found on social media channels and the website every Monday. Inspired by formats such as “Stromberg” or “Die Discounter”, two seasons of five episodes each were shot - with great commitment from the Stadtwerke employees in front of and behind the camera.
The Jury‘s Statement
With their campaign "Thank Job it’s Monday," Stadtwerke Bochum demonstrates courage and creativity in engaging young talent. The humorous mockumentary style effectively breaks outdated clichés and presents everyday work life in an authentic and relatable way. Employees play a key role in the execution, which adds a strong sense of credibility to the campaign. The combination of participatory development, striking design, and targeted use of digital channels makes a powerful statement for contemporary employer branding.
