Conceptualization of a global employer branding campaign
How to reach talents all over the world? That’s the question we faced when conceptualizing the Global Employer Branding Campaign for Mercedes-Benz. Our goal was to reach people who want to make a difference. With different markets, target groups, and requirements, the challenge was to find a strong message that remains relevant.
The campaign is guided by the theme of “Becoming”, where we prioritize a people-focused and emotional positioning. We derived an EVP (Employer Value Proposition) based on the company strategy, aimed at appealing to current and future employees by describing the pioneering spirit that unites them.
The programmatic statement we developed for the campaign serves as the foundation for the main claim, “Becoming…One of Us”, and the accompanying storytelling: “Life is always about becoming…”. Each person writes their own story, discovers the undiscovered, and finds their profession to be a space for self-realization. Everyone has a unique understanding of what self-realization means ¬– from students and direct entrants to leadership positions, everyone defines their own “Becoming”. To showcase this variety, a mechanism with individual claims and key visuals targeting different groups and work fields was created. Creators, makers, and top sellers alike all become team players.
The campaign material is available internationally and covers all areas of the company. In addition to an image film and key visuals, the extensive toolset for print, online, and social media offers both variance and consistency, enabling a consistent employer branding for years to come. By using “Becoming…” as the overarching bracket, we demonstrate how individual dreams can be realized with the right employer.
We designed, coordinated, and supervised the entire campaign holistically, from conception and creation to channel-specific requirements.
Creative Direction: Wolfgang Benz, Simone Breckner
Art Direction: Isabella Witzany-Wokalek
Junior Art Direction: Paula Detlaf
Project Management: Daniela Weber
Concept: Simone Breckner, Daniela Weber, Sarina Wiegel
Text: Teja Fischer
Support: Nico Altunelli, Elena Castelli
Photo & Regie Video: Camilla Armbrust
DOP: Joachim Zunke
Production: Saltwater Films