Opel - "Opel presents: JADE"

J. Walter Thompson Amsterdam

J. Walter Thompson Amsterdam Amsterdam, Países Baixos

Prêmios

9395

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Opel
País: Países Baixos

Anunciante: Opel

Titulo	Opel presents: JADE
Agência	J. Walter Thompson Amsterdam
Campanha	Opel presents: JADE
Anunciante	Opel
Marca	Opel
Data da primeira Transmissão/Publicação	2018 / 3
Sector Empresarial	Automóveis
História	Opel found it hard to recruit female sales people, as women assumed only men would get the job. So Opel created the fictitious lifestyle company ‘Jade’. Then it advertised two sales job vacancies: one for Opel and one for Jade. As expected, Opel got applications from men only, Jade mostly from female candidates. Interviews with the female candidates were filmed, catching some shocked but positive reactions after the big reveal. In the end more than 600 female candidates applied for the job.
História (língua original)	Simply putting out adverts with vacancies to recruit female sales talent clearly wasn’t working. And at the same time, positive discrimination, selecting women for roles based on their gender, was not allowed. We had to come up with something special to overcome barriers. So we created an experimental recruitment campaign, introducing fictitious company ‘Jade’, together with recruitment partner Randstad.Then we created two vacancies with the exact same job description. One for Opel and one for Jade. But both with a completely different identity. As expected: Opel got applications from men only, Jade mostly from female candidates.The female candidates were invited for an interview and were filmed, catching some shocking but positive reactions when we revealed it was actually Opel recruiting. Legitimizing our experimental set up in order to break with old-fashioned notions and convince the applicants to continue the recruitment process. The campaign reached a 30 million audience and more than 600 female candidates applied for a challenging sales job.
Tipo de Mídia	Viral
Comprimento	138 seconds
Música	Audentity Music & Sound
Empresa de design sonoro	Audentity Music & Sound
Director de publicidade	Sander Jansen
Director de publicidade	Esther Roodklif
Director de publicidade	Robin Uebbing
Director de publicidade	Michel Vercruyssen
Director de publicidade	Cathelijn Feith
Director de publicidade	Antoinette Tool
Director de publicidade	Maurits Speksnijder
Director criativo	Friso Ludenhoff
Director criativo	Maarten Vrouwes
Equipa criativa	Ruben Sonneveld
Equipa criativa	Daniel Snelders
Director executivo criativo	Bas Korsten
Account Manager	Alewijn Dekker
Account Manager	Charlotte Lilly
Account Manager	Andreas Moeller
Account Manager	Michiel Van der Schalk
Produtora	DPPLR
Empresa de produção	DPPLR
Realizador	Maarten Groen
Director de fotografia	Mick Van Dantzig
Editor	Laura Brouwer
Colorist	Ruben Labree
Producer	Niels Visser
Música	Niels den Otter
Empresa de design sonoro	Niels den Otter
Agência de Mídia	MediaCom