LinkedIn gets real about rising up the career ladder in, Got Itchy Feet?, a tongue-in-cheek campaign by VCCP. In each of the three campaign spots, a worker’s inner monologue, personified by their own foot – plays out their career dilemma. The campaign points to LinkedIn job collections as the solution to their career woes.
Each commercial highlights a key Gen Z job preference: Flexibility – Research by LinkedIn found that over 40% of Gen Z say that flexibility for work-life balance is a factor when searching for a job; Career Growth – Young professionals want clear pathways for progression and skill development; and Social Impact – Gen Z increasingly seeks purpose-driven roles that align with their values.
At the heart of the campaign is LinkedIn’s job collections, a new feature designed to make job hunting more intuitive and personalised. The feature curates a collection of job opportunities across various categories, empowering young job seekers to discover new roles tailored to their skills, experience, and preferences.
To support the videos, LinkedIn has partnered with five influential Top Voices on the platform, Elfried Samba, Charlotte Mair, Oliver Yonchev, Ndubuisi Uchea, and Molly Johnson-Jones. They will share personal stories of moments in their career when they experienced itchy feet themselves. Viewers will be encouraged to share their own itchy feet stories for a chance to win a pair of LinkedIn branded socks in a competition managed by Promoveritas.
The campaign is running across LinkedIn, Meta and YouTube. VCCP’s content creation studio, Girl&Bear, managed the production of the campaign, as well as activity supported by SocialChain, who will be running some unexpected social stunts complemented by the influencer activity across TikTok.
Zara Easton, head of brand marketing, LinkedIn UK, commented, “Getting ‘itchy feet’ – that nagging feeling that you want to see what else is out there – definitely rings true for Gen Z professionals. LinkedIn’s Work Change Report found that professionals entering the workforce today are on track to hold twice as many jobs over their careers compared to 15 years ago. For the younger generation, we know that finding a company that matches their values is high on their list of priorities, but they are navigating a challenging hiring market. The LinkedIn platform – including job collections – provides support and access to opportunities across a range of industries and job roles.”
Matt Lloyd, creative director at VCCP, added, “We needed something that would immediately grab attention. The idea of a colourful-socked foot being the owner’s inner monologue felt like a fresh, surprising take – one that was both funny and informative. And we loved that Jennifer, the director, wanted to do it all for real, with no tricks and no special effects. Just your own foot, in your own ear, telling you that you could be somewhere else.”
Credits
Client: Linkedin
VP Of Brand Marketing: Santi Pochat
Director of Intl Brand Marketing: Selena Gabat
Director of Social Marketing: Melanie English
Group Head of Brand Marketing, Uk: Zara Easton
Brand Marketing Manager, Uk And Campaign Lead: Natasha Ewhe
Senior Brand Marketing Manager, Uk: Benjamin Wyver
Senior Social Marketing Manager: Aston Brooks-Ashitey
Senior Manager, Paid Media: Jackie Kelliher
Director of Global Brand, Kim Chitra
Senior Global Brand Marketing Manager: Karishma Das
Group Manager, Corporate Comms: Erica Firmo
Senior Manager, UK Comms: Lucy Kerr
Advertising Agency: VCCP
Creative Director: Matt Lloyd & Emma Houlston
Creative Team: Henry Westcott & Robbie Field
Managing Partner: Lindsey George
Account Director: Nicole Mouawad
Account Manager: Mark Jones
Planning Director: Tiffany Mondesir
Planner: George Poynter
Social & Influence Director: Hannah Mahony
Influencer Marketing Manager: Ismahane Ileye
Production Company: Girl&Bear
Agency TV Producer: Hannah Chitty
Agency Creative Producer: Lydia De Blangy
Director: Jennifer Sheridan
Editor: Rachael Spann
Executive Producer: Charlotte Borrell
Producer: Hannah Chitty
Post-Production Company: Girl&Bear
Post Producer: Hannah Chitty
Colourist: Ashley Barrett
Audio Post-Production Company: Suite TV
Sound Engineer: Simon Wrig
