Revamp Recruitment

Companies with strong employer branding see 50% more qualified applicants and are 1–2 times faster to hire young talent, according to LinkedIn. Inspired by Talent and Cultures(opens in a new tab) in the LIONS Creativity Report series, these examples show how brands are adopting innovative strategies to attract and retain the right candidates.

No Smiles | McDondald’s | TBWA\HAKUHODO, Tokyo | 2024

McDonald’s Japan addressed a staffing issue by targeting Gen Z's aversion to forced smiles. Featuring a song by ano, a popular non-smiling singer-songwriter, the campaign celebrated authentic expression. It led to 100,000 new recruits, a 130% boost in Gen Z brand favourability and more than 36m views across social platforms, demonstrating how to engage Gen Z on their terms.
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Bar Experience | Heineken | Edelman, London | 2024

Partnering with 25 brands, Heineken reframed bar experience into a credible career move and solved a hospitality staffing crisis in the Netherlands. It generated 5000 new applications in two weeks and inspired the Dutch government to support the sector, showing how to reframe the value of a historically underrated role.
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The Everyday Tactician | Xbox | McCann London | 2024

Xbox turned a Football Manager fan into a real tactician for UK club Bromley FC. Nathan Owolabi’s expertise led to Bromley FC’s historic promotion to the English Football League – and resulted in a 190% rise in Xbox gamers. “It demonstrates how gaming can build transferable real-world skills,” said Lydia Winters, Chief Storyteller, Mojang Studios and Jury President of the 2024 Entertainment Lions for Gaming.
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Power of Care Fortnite | MOH Holdings | BBDO Singapore | 2024

The Ministry of Health Holdings in Singapore used Fortnite to attract Gen Z to healthcare careers. By flipping combat into care, it engaged over 387,000 players, with its custom map outperforming the benchmark by 415%. It demonstrates how reframing gaming dynamics can inspire a newfound appreciation for a skill in the real world.
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3D Printed Meatballs | IKEA | INGO Stockholm | 2022

IKEA attracted tech talent by incentivising them with an unorthodox lunch: 3D-printed meatballs. It generated over 5.4bn impressions, boosted job portal visits by 500% and increased tech applications by 61%, showing how to use distinctive brand assets to inspire creative strategies.
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World’s Most Successful Recruitment Video | New Zealand Police | Ogilvy New Zealand, Auckland | 2018

New Zealand Police created an engaging recruitment video featuring more than 70 real officers, together with social influencers, set against an action-packed chase. It garnered $4m in media coverage and boosted diverse recruitment inquiries by 615%, including a record number of women recruits. It demonstrates the importance of representing precisely who you want to attract in your creative work.
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