How do you develop a recruitment campaign that's people-centric, engaging & fresh – all in the middle of lockdown?
Every year CX Lavender searches for the best young talent to start their career in their industry-leading graduate program, Genus. We were tasked with rebranding Genus and developing a fresh creative campaign for 2022 in order to source the smartest grads, who are digitally-focused, kind, ambitious and customer-sensitive. The campaign needed to hero the faces of previous CXL graduates, create cut-through in the young market and ultimately inspire the best talent to apply.
Genus, find your potential
INSIGHT
concept
Bold. Confident. That's the tone we're going for to show exactly what makes a great Genus grad.
Why? To catch the attention of someone who's different from the rest. Someone who will see these words and think "that's me”.
What we’re saying:
If you’re a firecracker with bold ideas, a team player who loves to collaborate, a big thinker with loads of curiosity, or a go-getter with focus and drive, this one’s for you.
PROCESS
Due to COVID and for the safety of everyone, we had to cancel the production shoot we had originally planned. Although we were in a tight lockdown, we pivoted and quickly constructed an at-home self-shoot brief. Grads roped in relatives, housemates and partners to take hundreds of snaps. Gardens, living rooms and garages all made makeshift sets.
creating the campaign
Some skilful photoshopping and bold typographic animation stitched it all together to create the hero video and social posts for the campaign. The Genus website got a makeover with imagery from the ‘shoot’, tied in with a digital-only campaign.
The live website can be seen here.
ONGOING
Since '21 the campaign has been ongoing, with assets repurposed the following years. As new grads joined, we updated the assets and blog posts with new faces and content.
SOCIALS
