Serviceplan Group: 1M2 OF CURIOSITY. THE DO-IT-YOURSELF RECRUITMENT POSTERS.

Credits & Description:

Category: Posters

Advertiser: SERVICEPLAN HAMBURG

Product/Service: CREATIVE AGENCY

Agency: SERVICEPLAN

Chief Creative Officer: Alexander Schill (Serviceplan)

Executive Creative Director: Christoph Nann (Serviceplan)

Executive Creative Director: Maik Kaehler (Serviceplan)

Copywriter: Gesche Sander (Serviceplan)

Copywriter: Michael Pilzweger (Serviceplan)

Art Director: Manuel Wolff (Serviceplan)

Art Director: Fernando Santos Silvestrin (Serviceplan)

Graphic Designer: Aletta Grolman (Serviceplan)

Media placement: Recruitment Posters - 7 Motives - Bulletin Board Design School - 9 January 2012



Describe the brief from the client

Serviceplan is looking for young designers who search for ideas everywhere, and who are challenged by every blank sheet of paper. These designers need 3 key characteristics: fun, curiosity and ambition.



Describe the challenges and key objectives

How to find exactly this exact type of designers? We transferred the children’s game of 'hatching a coin' into 1m2 of art work, and addressed our target group at design school noticeboards. With completely white posters that had stencils underneath, these posters only reveal their message when someone starts drawing on them. We made sure that only the fun-loving, curios and ambitious designers would discover 1 of our 7 recruitment posters.



Describe how you arrived at the final design

Each poster has a different statement that we designed accordingly. We see typography made up of the synapses of a brain, or out of the blood of a desperate artist. We created whole sceneries with our team spirit message, and made the students experience the hard work it takes to make good design, by colouring over 25,000 dots. Our 7 posters with 7 different designs had 1 thing in common: you only get the message if you exactly fit to our profile: someone fun-loving, curious and ambitious.



Give some indication of how successful the outcome was in the market

Over the next month, we had 38 applicants who were all invited for a personal interview. It turned out they were the perfect fit to our profile, and had the 3 characteristics, we were looking for: fun, curious and ambitious.