The Assegai Awards don’t give honours to large-scale productions with notable budgets, but rather recognise creative brilliance, breakthrough strategy and outstanding results in direct marketing media.
TBWA Hunt Lascaris’s award-winning campaign was a novel recruitment drive for the agency itself, to seek out the best possible talent and, ultimately, find a new art director. Supplanting traditional recruitment, the agency began their search directly in the space where they knew top art directors would be found – searching for visual inspiration on Greatstock.co.za.
With the help of the Greatstock team, TBWA Hunt Lascaris Durban paired unusual images with bold, entertaining headlines designed to catch the attention of potential art directors surfing the Greatstock website. Through this campaign, creatives were inspired to visit the website, find the perfect visual and, ultimately, the perfect job.
After the resounding success of its first phase, TBWA extended the campaign, using it as an opportunity to recruit a second art director.
“This campaign was designed to challenge convention in every way – we’re delighted to have been part of such a progressive, unusual and integrated project,” says Greatstock managing director, Margi Sheard. “We’re thrilled TBWA was able to tap into our user base of creatives to find the best possible art director for the job. This recognition of the campaign is well deserved.”