Axel Springer // WTF

Axel Springer wants to position itself as an attractive employer as part of a campaign to promote young talents and employer branding. The first step was to look for the media makers of tomorrow for the in-house "Media Entrepreneurs" ideas competition. In addition to taking part in a weekend workshop, they also had the chance to implement their own concept. A parallel employer branding campaign was also aimed at all other employee target groups. The initial spark for our campaign was provided by a viral clip in which a self-confident applicant entertainingly degrades no one less than the original Axel Springer management team.

Concept // Art Direction

Scholz & Friends Berlin

The video was accompanied by job advertisements targeting talented young people,
who are so innovative that new job categories need to be developed especially for them.

However, because the talents already found at Axel Springer are by no means doing conventional jobs, the idea was also translated into image ads in which employee testimonials in a refreshing way to promote their employer.

The viral film was viewed well over 250,000 times on YouTube alone and commented on more than 400 times.
It not only attracted a great deal of media attention in Germany, but even found its way into the successful blog of American journalist Jeff Jarvis, among others. The expectations of the "Media Entrepreneurs" organizers were clearly exceeded with
a total of over 600 entries.

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