Oh, the places you’ll go!
In 2013, Heineken scored a bronze Lion at Cannes with “The Candidate,” an internship contest that generated a whopping 1,734 global entries.
Now, the brand is back to recruiting with “Go Places,” led by a musical Dr. Seuss-ish video inviting talent to respond to 12 questions, which must be answered in three to five seconds. Based on the Enneagram model, the results give you a personal profile, which must be sent along with your résumé when applying for your Heineken dream gig on LinkedIn.
The video features a passel of actual Heineken employees, giving it a playful, personal touch (if that’s something you can say about a brand, which we guess is something you can, since our jobs revolve around giving brands a personality in the first place):
The “Go Places” site, created over one-and-a-half years by Wefilm, Cloudfactory and Superhero Cheesecake (which managed the tech and interactivity), makes the interview process feel thorough, quick and surprisingly fun—if sometimes reductive. (We’re told one guy used two mouses to give multiple answers at once … and scored really well.)
“Heineken revolves around the personality of their employees, and they want these personalities to thrive. That’s the main message that had to come across in a way that stands out from all other HR campaigns,” explains Wefilm director Lennart Verstegen. “This has to be the first time HR has released a really cool campaign, reflecting values in a way only Heineken can: Ever witty and smart.”
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SOURCE: Ad Week
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