Category
Agency
215 McCann
I helped bring to life campaigns for LinkedIn during the pandemic, giving people hope that career opportunities still existed amid widespread uncertainty. I returned a year later to support a follow-up campaign addressing the anxieties of returning to work, contributing to LinkedIn’s first TikTok ad and other high-impact assets. The campaigns spanned broadcast, OOH, social and digital. More details below.
Let's Step Forward
Millions of people lost their jobs due to the pandemic. It was important to provide inspiration and hope. We wanted to show how the LinkedIn community can help, you just need to take the first step. We created a hero :60, a national broadcast :30 and social :15 cut downs.
Return To Work
12 months later, people prepared to return to the workplace with anxiety, excitement, confusion and lots of questions.
Our campaign, which included LinkedIn’s first Tik Tok ad, spoke to the many questions racing through everyone’s minds. We wanted to demonstrate how the platform was not just for searching jobs and announcing new positions, but also for engaging conversations.
The OOH featured actual conversations and comments posted on LinkedIn and our strategic media buy, which included a station domination of the WTC Oculus, reached our target with relevant, contextual questions.
Team
- Freelance Creative / Art: Amy Su
- Sr. Copywriter: Adam Wagner
- Sr. Copywriter (Let's Step Forward): Gabe Sherman
- Director (Let's Step Forward): Yael Staav
- Executive Creative Director: Scott Duchon
