Cannes Lions

Today's Problems for Tomorrow's Jobs

Y&R COLOMBIA, Bogota / TELEFONICA / 2018

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Overview

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Credits

Overview

Description

In the future, most jobs will be oriented to solving problems that we are facing now, such as pollution, global warming, internet safety, etc. To demonstrate that we are not qualified to face all of these problems, we launched different ads according to the media and location, requesting job profiles that don’t exist yet, but that will be available in a not so distant future. We included an email address on this ads so that people could send their resume.

Execution

Implementation:

The campaign was made public in outdoor, specialized press and digital media.

Timeline:

From April 25th to May 7th.

Outcome

Business impact:

7 million people reached only in Lima, a city of 12 million people.

Response rate:

Only 2 people asked for job information, which proves that we are not ready for the future.

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