DDB Brussels decided to build a recruitment campaign for young creatives with Vine. It is the ideal medium for Creative Directors to make a first selection, which can be done everywhere and anytime on any mobile device.

Students were invited on the agency’s Facebook page to participate via Vine, using the hashtag #ddbexpress. We built an online gallery where the best entries were showcased.

After 6 weeks, the 10 strongest entries were chosen and invited to the finals on a High Speed Train towards the Cannes Lions Festival. Once on the train, the finalists were given briefings to convince the DDB jury of their creative potential. At each stop a finalist fell off. The two best creatives received a ticket for the festival and a paid internship at DDB Brussels.

The first enthusiastic responses from students came soon after the launch and they immediately started sending their first Vine movies.

• In less than two weeks, more than 100 videos were shared on Vine.

• The DDB's 6 "recruitment campaign was a trending topic on both advertising and recruitment websites.

• Big ad schools like Bergh School of Communication & Miami Ad School mobilized all of their creative students to participate in the project.