Jung von Matt: TROJAN RECRUITING

Credits & Description:

Category: Best Use of Print

Advertiser: JUNG VON MATT

Product/Service: JOBS AT JUNG VON MATT

Agency: JUNG von MATT

Date of First Appearance: Oct 11 2010

Entrant Company: JUNG von MATT, Stuttgart, GERMANY

Creative Director: Philipp Barth (Jung von Matt)

Creative Director: Holger Oehrlich (Jung von Matt)

Art Director: Matthias Grotter (Jung von Matt)

Graphic Design: Matthias Grotter (Jung von Matt)

Graphic Design: Robert Jedam (Jung von Matt)

Idea: Matthias Grotter (Jung von Matt)

Copywriter: Gert Schilling (Jung von Matt)

Copywriter: Holger Diesinger (Jung von Matt)

Media placement: Ads In Photographers' Portfolios (Different Examples Submitted) - Creative Agencies In Germany. E.g. Ddb, Scholz Und Friends, Kolle Rebbe, Heimat, - October 11, 2010



Insights, Strategy & the Idea

Jung von Matt was looking for art directors. The challenge was to find them in the big creative agencies.

The target group: art directors in the German speaking area. They know Jung von Matt as one of the leading creative agencies.

We did not want to approach our target audience in the usual way – by using ordinary job ads in the press. Instead, we reached them more precisely. And in a more creative way.

We used something that has never been used as a medium before: portfolios of well-known photographers. The photographers presented their portfolios in the usual way to art directors at the big agencies. In doing so, they smuggled our message into the creative departments, directly to the target group – as Trojan horses.



Creative Execution

We created a visual in a visual: small job ads were integrated into the photographs.

They appeared to be part of the picture – as a graffiti on a wall, a poster or a tattoo.



Results and Effectiveness

An increase in applications of about 95% compared to the previous year.