FutureMe & The New World Work Two challenges face Adecco, the world's largest staffing company: A market shortage of young talented workers, and an inability to create a fluid, flexible work culture that facilitates their on and off-line social networking, personal and professional interests and passions.Adecco is beginning a new conversation with this younger talent pool with participative, social marketing and organizational change inspired and driven by the very talent they need to attract.

Five integrated marketing activities were created with various levels of engagement and branding. The scope was created to appeal to various constituents and all activities were designed to drive the collection of CVs.

A six-episode MTV show "FutureMe"; a user-driven Wikistory "Konrad Fish" used during commercial breaks; an interactive, multi-media CV alternative called "Package Me"; a campaign web destination and networking environment "HumansAreCool"; and Adecco branded print, radio and TV spots.