IT consulting company, Castra’s billboards make no sense at all to the average viewer. The ads are written in the constructed languages of Klingon (Star Trek), Sindarin (The Lord of the Rings) and Galactic Standard (Star Wars).

The billboards belong to an OOH recruiting campaign by agency We Are More. And a searingly clever way to single out the talent the company wants to talk to and win them over to the Castra side.

“We know that the best IT consultants are those who geek out and don’t shy away from a challenge, whether it’s a work-related task or learning a language that nobody speaks. Anyone who cracks the messages should have the potential to become our next star,” stated Julia Lazar, marketing director at Castra.

Copywriter Johan Nerman, one of the creatives behind the campaign, added, “Our preconception as well as our data showed that the target group has a penchant for science fiction and fantasy. And that they’re really smart. Adding those two insights together, coming up with the idea was simple math.”

Credits

Agency: We Are More
Agency Team: Alexander Skoglund, Björn Eklind, Christoffer Hägglin, Frida Sjösten, Johan Nerman, Linda Tiderman, Mikael Andersson, Molly Ljungström, Therese Berglund, William Menke

Translation: Zrajm, Benct Philip Jonsson

Client: Castra
Client Team: Emil Ahlenius, Julia Lazar