Advertiser: THE DUTCH TAX OFFICE
Agency: JWT
Category: Public Health & Safety, Pubic Awareness Messages
Advertising campaign: JOBS FROM HELL
Executive Creative Director: Bas Korsten (JWT Amsterdam)
Strategist: Jan Bouts (JWT Amsterdam)
Director: David Lipschits (Brenninkmeijer & Isaacs)
Screen Producer: Gwendolyn van Os van den Abeelen (JWT Amsterdam)
Copywriter: Mark Peeters (JWT Amsterdam)
Art Director: Robert Nelk (JWT Amsterdam)
Digital Designer: Faris van de Lisdonk (JWT Amsterdam)
Production Manager: Jelani Isaacs (Brenninkmeijer & Isaacs)
Concept Producer: Lisa Mérelle (JWT Amsterdam)
Screen Producer: Sasja van Nie (JWT Amsterdam)
Implementation
We created a fake recruitment agency: bestjobs.nl that advertised easy-money jobs. The youngsters applied for a simple babysitting job and a promotional job for a revolutionary new chewing gum. But what these young people didn’t realise was actually these were jobs from hell. By the end of the interviews, the applicants were desperate to get away... That’s when we showed our message ‘There are easier ways to earn money, just collect your tax refund from previous jobs.’
Client Brief Or Objective
The Dutch Government asked us to come up with a campaign that informs young people that it’s easy to reclaim their tax refund. A campaign that should make their first encounter with an utterly boring institution, the Dutch Tax Office, a positive one.
Outcome
The reactions after the job interviews were very positive. Everyone that was 'pranked' loved the idea behind the campaign and agreed to be a part of it. Since this is a very recent campaign we only have the first results and they show that the films spread quickly and over 50,000 people viewed the films the first day they were put online.
Relevancy
We knew we had to be online to find our target audience. And we had to be disruptive to engage them. So we made a hidden-camera registration of the job interviews from hell. And spread these films online to get to our audience. A highly unorthodox way for the Dutch Government to communicate. But necessary to get young people to think positively about the Dutch Tax Office.