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As a creative director I helped this global provider of construction services formulate their unique talent proposition with a manifesto/story, key message pillars and creative headlines. We planned and produced original photography and copy with tone-of-voice guidelines to creatively articulate the EVP. All of this went into an extensive toolkit for their attraction and recruiting efforts.
All value proposition messages were prepared in animated digital ads in all sizes for programmatic media, as well as social channels. These were included in the toolkit so TA staff could easily grab an asset that's ready to run.
The toolkit provides BrandSafway with the brand story, key messages, body copy examples and TOV for future writers, ready-to-use assets, as well as inspirational designs for outdoor or print ads that were mocked up into likely media buys given their project locations and candidate personas.
Photoshoots were carefully planned not only to reflect the EVP messages and candidate audience, but to depict an industry-best level of safety and quality craftsmanship on the job. We shot in both Chicago, shown below, and at the Tata Steel site in Jamshedpur, India.
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