category finalist
We all have dreams about what we’re going to be when we grow up. Doctor, Lawyer, Firefighter maybe? But what about all the other jobs? There must be more, right? How do kids learn about them? How do they embark on the right path towards them? How do they get the skills or education they need? And how do they know they’ll even like doing the job in the first place? It’s no wonder kids feel overwhelmed when it comes to the futures.
In Britebound’s ‘Right Fit’ launch campaign, we set out to capture the juxtaposition of a kid who’s ended up in a career that aren’t necessarily right for them. We highlighted that when given the opportunity to identify their skills, explore their passions, and get on the path that’s right for them, kids will be much happier, and more successful in their careers.
The campaign follows four kids who are thrown into the wrong career. They feel immediately like fish out of water. A welder in a dentist’s office, a judge on a construction site, an accountant in a firehall, and a mechanic in an operating room. We see visually from their environment that they have landed in the wrong place, but also from their expressions and body language. We then show two of them in the career they were meant for. That was right for them, and immediately they seem happier. They ended up in the place that was right for them, and when that happens, it all just feels right.
The launch campaign was supported through TV, OLV, PR, digital, OOH, social, experiential marketing, transit and online takeovers, and across Britebound earned properties.
