Different ways to attract developers Creative concepts: 5.3.2019
Today’s presentation • Five concepts for Tech recruitment in Heathrow
• Focused on thinking creatively (brand images, photoshoot, installations – nothing is ruled out at this stage!) • Only consistent thread – we’ve stayed true to the messaging frameworks we already agreed
Messages Experienced tech
‘There are companies that employ developers. Then there are companies that originate in technology innovation and see the world with a technology-first perspective’ Grads
‘There are companies that employ graduates. Then there are companies that give those graduates the freedom to explore, collaborate and make a visible difference to the world around them.’
Concept One:
‘This is your world’ Our starting point is to visualize our messaging using brand library images adapted for each audience. However, we still wanted to give our campaign a sense of identity within the Amadeus guidelines. So we’ve explored how we give our proposition its own typographical style – showing how our world is a place where your talent naturally belongs
Concept 1: Typography We can create a typographical identity that links the campaign together
Concept 1: The photography With a consistent typographical style, we need flexible imagery to adapt to each audience. However, all of our imagery is still taken from the Brand Library
Concept 1: Grads
Concept 1: Experienced
Graduate
Experienced
Concept Two: Can we do more with the imagery? Our next step was to think beyond the brand library and how we can interpret the proposition in a different visual way. The most sought-after developers tend to ‘want it all’ – so we wanted to create a visual style that showed they could have it!
Concept Two: Real stories from developers that candidates can identify with. •
Photography/film of real people
•
A slightly different visual style
•
Elements we can animate and evolve
Concept 2: Photography
Concept 2: Design elements
Concept Three: ‘This is your world’ means different things to different people. How do we show that rich variety and breadth of opportunity?
The ‘intersection’ style
Concept 3: At the intersection of travel and technology Alternatives
The intersection visual
Concept Four: If we can do some photography, it gives us a platform to produce imagery that is genuinely different, creative and eye-catching‌
The plan… •
One day of photography at Heathrow
•
One hired spacesuit
•
Lots of opportunity to create static imagery and social video bursts.
Concept Five: Experiential Instead of thinking purely about static imagery, we wanted an installation idea that gave us the opportunity to generate video content that would engage and intrigue‌
Thanks for listening! Any questions?