How do you show that a service makes you more visible? If you’re Clemenger BBDO Melbourne, you choose pink smoke.

The agency’s new campaign for employment site, Seek, uses the visual metaphor of pink smoke to demonstrate how a completed Seek profile makes you more visible to relevant employers, and how employers’ opportunities are more visible to the right candidates. Viewers are going to remember pink smoke, are they not? And remember it with a smile – which makes Seek nice-to-use friendly.

The campaign reinforces Seek’s trademark positivity and authenticity, and leans into its ownership of pink as a core brand identifier, in a competitive set that’s largely a blur of blue.

The campaign, Be Seen with a SEEK profile, is running Launching across TV, OOH, online video, social and radio and the campaign will communicate simultaneously to both employers and candidates.

Jenn ten Seldam, marketing director at Seek, commented, “Seek Profile is really at the heart of our marketplace, and central to our company purpose – helping Australians to have fulfilling careers, and employers to find the best people for their organisation.”

The campaign leverages SEEK’s trademark positivity and authenticity, and really leans into its ownership of pink as a core brand identifier, in a competitive set that’s largely a blur of blue.

Clemenger BBDO Melbourne executive creative director, Carmela Soares, noted, “This is one of those ideas that is so simple its perfect. Or so perfect it’s simple. Everything is right there – message, product, brand – shaped for a seamless world of horizontal and vertical screens.”

https://youtu.be/HcabUlOceuc

Credits:

Lead agency: Clemenger BBDO Melbourne

B2B creative agency: Six Black Pens

Digital creative agency: Slik

Production Company (TV): Finch
Post-production, VFX & SFX: Blackbird

Music: Elliott Wheeler
Sound: Nylon Studio
Director: Tomas Mankovsky

Media agency: Starcom MediaVest Group

Client: Seek

Marketing Director: Jenn ten Seldam
Head of Brand & Candidate Marketing: Babi Kahveci

Head of Hirer: Suzanne Robertson
Marketing Manager, Brand: Carly Robinson