Tell us about your role in the creation of this work.
As ECD, my role is to always ensure the strongest, most humanly relevant work possible. As this was a new client, I also took a very hands-on role, from conception of the idea through production. The subtlety of the humor was critical to ensure the story didn’t become too broad, so you could still relate to the main characters.
Give us an overview of the campaign, what is it about?
Insperity is an HR outsourcing company with a particularly human approach to the companies they do business with—versus the automated data processing options that are fairly ubiquitous.
The idea behind the campaign is that when you run a business, it’s all too easy to focus on the numbers and lose sight of the people you need to succeed. That’s where Insperity come in. An HR Solutions Partner to help you make sure your people--and therefore your business--are at their best.
Tell us about the details creative brief, what did it ask?
The core of the brief was to shift the mindset of HR from a very passive and pragmatic function——managing paperwork, hiring and processes——to thinking of HR as being a real difference-maker for companies. To really inspire a lightbulb moment for entrepreneurs to see their people as a catalyst for their business.
Which insight led to the creation of this piece of work?
As a business owner, you tend to focus on the numbers and may lose sight of the people that contribute to your success. But with a HR strategy focuses on people, HR can really make a difference for your employees and for your business.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
Despite its premium positioning and high satisfaction with current clients, Insperity doesn’t have high awareness in the category. Add to this the fact that people tend to think of HR outsourcing as very pragmatic and administrative, and our fear was potential customers wouldn’t see us as the critical ‘People Strategy’ that could really propel their business. We needed a campaign that really disrupted the category and stood apart from the alternatives.
Since this was a new relationship for gyro, we presented a range of work. Fortunately, Insperity was very brave and chose the most unexpected path.
What was the greatest challenge that you and your team faced during development?
Our biggest challenge was timing. We won the business in late December and needed to be on air in early March. Fortunately, our clients really trusted us. We created the brief during a very intense and collaborative one-day ‘Hot House’ strategy workshop, then presented creative right after our holiday break.
Our clients loved the work and selected the campaign the same day. They also agreed to our recommended director, Barney Cockliss, so we were able to start production right away. We needed a lot of things to go right to hit our deadline, and fortunately we were completely in sync with our client partners and internal agency leaders from the start!
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
The Human insight and the storytelling really struck a chord with our audience. That’s always the most fulfilling part of creating anything. We also had a tremendous collaboration with our clients and have very similar tastes and approaches.
Where do you see this campaign going in the future?
This was just the first salvo for what we hope will be a very distinct and compelling narrative. We are already collaborating on many more ways to bring the idea to life in the future.