Blue Collars Turned Treasure in This Unsetting Campaign

Please note this was part of a student briefing and is therefore not a *real* campaign. All visuals here are mockups to illustrate the concept.

Brief

Europe is facing two issues at the same time – From one side, young graduates from university struggle to find a first job when out of school – yet, companies looking for hand labour struggle to find candidates!

A part of it is due to the stigma around hand labour. Most people turn to universities in hope for a brighter future, not realising the prospects the former offer – yet are met with the hard truth – on a job market saturated by high applicant numbers and few jobs, getting a first job is a real challenge

So how do you make you people want to turn to those types of jobs?

Enter the ‘University of Labour’ Campaign