Occupations that arise as a result of professional and technical training will be in great demand in the years to come, but prejudices still persist regarding them. How can we lead young people to consider them as being part of their future? By building a campaign around their interests.
Solution
Highlighting the interest of the target instead of putting out a list of occupations.
More than a campaign about the advantages of a given occupation, The future is looking for people like you is an invitation to question oneself about fields of interest, and to find out about occupations that reflect them.
Our approach
The entire campaign was deployed according to five profiles that served to help the target recognize fields of interest and identify with them. For each profile a message, and the occupations that flow from it. In addition to the advertising campaign, a webseries Testeurs de métiers (Occupations testers) invited two influencers to deconstruct the prejudices by going to try out a given occupation for a day. A very pertinent campaign built on the codes of the target.

Subway Print
