Instead of targeting a generation,
I made one you could choose.
Vodafone · Generation Possible
Insight, concept, art direction and design ·
created agency-side, for Vodafone
(The brief)
The default with youth recruitment
is to target a generation
and talk to them as one.
Recruit graduates and interns for Vodafone, and shift perceptions from mobile retailer to major technology employer. Vodafone needed to attract a broad, diverse audience without flattening everyone into the same idea of “young people”.
(01 · The reframe)
Those generational labels are just when you happened to be born. They don’t tell you much about what someone believes, wants or might become.
So instead of targeting a generation,
I made one you could choose.
Generation Possible. A generation defined by attitude rather than age: people who make things happen, challenge what exists, and believe they can shape what comes next.
(02 · Where it lived)
That gave us a way to talk about Vodafone without simply telling people it was innovative. Lines like “I make things happen” and “I don’t wait for change” gave people something to recognise in themselves.
The red Vodafone graphic device framed each one, over diverse young people, and could flex from a single attitude statement into proof of what Vodafone had already made possible, like taking 4G to the Moon.
It ran across social, digital, film and campus, giving the graduate campaign its own identity and tone of voice rather than feeling like corporate recruitment.
(03 · What it did)
Up 27 places in
The Times Top 100
Graduate Employers.
14,840
applications against a target of 10,000
6,530
female applications, more than double the 2,971 before
6.8m
LinkedIn impressions
+300%
on pre-campaign LinkedIn activity
Find why people aren’t doing it. Then build the thing that makes them want to.
annaliisa@tinyforce.ccThe diagnosis + the creative direction to make it real. One week to find the problem. Then the idea, the art direction and the work to answer it.
