TheFutureWorks
The brief? Design a series of ads for a recruitment and staffing agency connected to Coventry University.
The challenge? Disrupting a crowded market with a USP well suited to help UK SME employers prepare for the future of work.
The big idea? Stop matchmaking and start forecasting.
TheFutureWorks has a fascinating USP: a subsidiary of Coventry University, it has access to the next generation of students, understanding which skills are emerging and the upcoming gaps in knowledge.
and the job market is changing rapidly.
Almost 70% of UK workers are in occupations containing tasks that A.I could enhance or improve.
39% of employers expect key skills required for jobs will change by 2030.
21% of employers think demand for AI skills will increase over the next 12 months.
why hire for today when the job will change tomorrow?
every recruitment and staffing agency can matchmake.
theFutureWorks can forecast.
Animated short storyboard:
Digital Billboard:
Demand audiences to consider the changing conditions of the job market with a confusing digital billboard.
What does recruitment and staffing have to do with the weather?
With several digital billboards located across Coventry in high traffic areas, give commuters something to think about on their way to and from work.
Brand activation:
Guerrilla marketing instalment in which a large stall, screen, and desk are set up in the fashion of a weather forecast, inviting people to engage in a game about the future of the job market.
Players are presented with three cards, each presenting a different job role, and are asked to match a job role to the presented industry. The player is then told whether they matched correctly or not, based on thefutureworks’ knowledge of the presented industry.
Another screen or projection is placed on the desk, showcasing the percentage of players with answers aligning with thefutureworks.