Upwork: Hey The Rock!

Credits & Description:

Media: Outdoor
Category: Business equipment & services
Client: Upwork
Agency: Duncan Channon
Production: Gentleman Scholar
Country: United States of America
Creative Director: Michael Lemme
Creative Director: Parker Channon
Copywriter: Amanda Burger
Senior Art Director: Jessica Wyatt
Senior Art Director: Colleen Horne
Andy Berkenfield — Director of strategy
Jamie Katz — Director of account management
Nick Gustafson — Account supervisor
Sydney McComas — Account manager
Production
Keenan Hemje — Senior broadcast producer
Renée Jean — Senior art buyer & print producer
Eric Kozak — Senior digital producer
Scott Whipple — Studio designer
Emily Sarale — Associate producer
Media
Leslie Diard — Director of communications planning
Jason Tatterson — Associate communications planning director
Kurt Garvey — Communications planning supervisor
Caitlin Herrforth — Communications planning associate
Gentleman Scholar — Animation and illustration
William Campbell & Will Johnson — Creative directors
Jo Arghiris — Executive producer
Tyler Locke — Head of production
Macauley Johnson — Art director
Kirsten Noll — Senior producer
Hana Yean — Lead designer
Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang & JP Rooney — Designers
Henry Pak — 2D animator
Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton & Ana Chang —Animators
Henry Pak — Compositor
One Union — Sound design and engineering
Matt Zipkin & Andy Greenberg — Audio engineer
Scout Music — Music
Avishay Goren, Yossi Cohen & Joseph Prather — Writers
Synopsis:
Today marks the launch of DC’s first campaign for Upwork, a global network of freelance talent. But, as the campaign has it, this is more than some indiscriminate mob of freelancers from here, there and everywhere. Rather, this is a unified movement of motivated people — freelancers and managers alike — here to roll up collective sleeves and make stuff happen. And like any good movement, they aren’t afraid to speak truth to power with a hearty “Hey! How can we help?”
“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” said Michael Lemme, chief creative officer, Duncan Channon. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”
Radio and outdoor executions capture the target on their commute to and from the office. (Big Upwork ups to Gentleman Scholar for their outstanding illustration, animation and collaboration.)