2degrees wanted to show they are different in the work market to an audience who are bombarded by disingenuous messages from employer brands.
So the 3rd largest telco in New Zealand partnered with RUN and started by doing typical employment branding differently. RUN a traditional creative agency used the fact that they had never done a employment brand campaign before to their own advantage, which meant they had no bias towards the process, also meaning the creative was completely unique to the client, no cookie cutter set and forget creative here or boring interviews with employees saying how great it is.
After extensive research and a discovery phase with the telco, the team quickly realised that a large portion of the employees noted that 2degrees were in fact different and not just paying lip service to it. We focused on this insight and just used hyperbole to emphasise and highlight each scenario we had collected from the research in the 90 second launch film.
Written and shot in a linear style, we were able to create 10 second short-form edits to use as paid media to seed the idea of different, while always keeping it entertaining and showcasing how much fun it is to work at 2degrees. RUN also shot brand imagery for the careers website to keep the consistency across the whole campaign.