Axel Springer
(one of the biggest publishing house in Germany)

How do we attract the media makers of the future to the venerable Axel Springer Group?
With job advertisements. Not with conventional ones, though, but with ones featuring jobs that are still to be invented.

Task
With the launch of the “Media Entrepreneurs“ initiative, German publishing house Axel Springer seeks to strengthen its position as the market leader in Digital Media. The contest aims at recruiting high potentials with the most visionary of ideas. The most promising contestants were not only to participate at a weekend workshop, but also stood a real chance of having their concept put into a start-up business. The task was to promote “Media Entrepreneurs“ in a surprising yet stimulating way by means of a print campaign.

Idea
Job advertisements are not generally known for being overly creative.
Those of the Axel Springer Group have by no means been an exception in the past.

If, however, you are looking for the freshest of talent, you have to come up with something.
The idea was to simply combine the expected with the unexpected: the dusty look of the typical job ad and the originality and wit of job titles that are still to be invented. This way, the publishing house was positioned as an established yet future-oriented company that opens doors to opportunity.

(Original article: www.s-f.com)

Axel Springer Media Entrepreneurs How To Video from Monamics on Vimeo.