There’s a lot of talk about the talent drought in advertising. And yet agencies in the industry that lives or dies on its creativity are still using the same-same ways to recruit.
Except this agency. Hard Work Club in Toronto partnered with local craft brewing company, Blood Brothers Brewing, to create a special-edition Pilsner and made it the sponsor beer at the 2022 Strategy Agency of the Year Awards on November 1. The beer’s label doubled as a recruitment ad for any creative talent that might be thirsty for a change.
The beer’s bold design and unusual name, “Near Lee High Heard,” made it feel like it could belong to the Blood Brothers family of brews. But those who read the tongue-in-cheek copy out loud, or scanned the QR code, quickly learned the beer’s name was actually pronounced “Nearly Hired”, and that they, too, could be “Nearly Hired” if they connected with the agency’s values and sent an email to the address provided.
Sample text from the ads reads:
“If you’re unhappy where you’re at, this Pilsner could be your answer. It pairs perfectly with people who are passionate about craft and collaboration, are brimming with care and have great taste.”
“We wanted to do something more than a LinkedIn job post to attract talent,” stated Meghan Kraemer, co-founder and creative director, Hard Work Club. “As we were shortlisted for Small Agency of the Year at the awards, we thought it would be the best place to connect with curious and craft-obsessed talent.”
The custom beer cans will also be available in limited release at the Blood Brothers Brewing tap room on Toronto’s trendy Geary Avenue, as well as local bars and restaurants located near advertising and design shops around the city.
The agency is currently looking to fill positions in accounts, strategy and creative to manage organic and new business growth.
Credits:
Agency: Hard Work Club
Partner & Creative Director: Meghan Kraemer
Partner & Creative Director, Design: Christian Buer
Creative Director-Art Director: Barbato Martiniello
Creative Director-Copywriter: Gabrielle Makarewicz
Partner, Brand Growth + Operations: Cameron Stark
