We are prouder than proud to have worked with the wonderful people at Crucial Group plc to launch their new jobs board brand, bright.jobs

The brief:

Create a completely new recruitment brand and an accompanying OOH and digital campaign, In just over a month and a half. A stiff challenge. But, with the ambition, boldness and disruptive spirit of our client, eminently achievable if you roll your sleeves up. The clients were keen to create a brand that was focused on people and stood out in a strangely uninspiring category. Mummadadda spent a few hours with them to unpack the brief and get a feeling for where they saw the brand going. Keeping people at ease and fostering a creative atmosphere is vital at the

The solution:

Words like ‘optimism’ and ‘warmth’ came out of the briefing. A look around at the competitor set in the recruitment sector revealed a very inhuman and corporate tone that offered no point of view. Imagery of people in competitor brands appeared staged and polarising. Working with the team at crucial we felt comfortable exploring more a playful and challenging tone of voice, with illustration as an agreed and differentiating point of view. Our first task was to explore a visual identity for the brand logo and typography. Of three routes a universal seal of approval fell upon the bright sunbeam and cloud logo, with a playful typographic element. This logotype played perfectly into a creative route that was being developed in parallel.

Because of the short timeline we decided to develop campaign concepts in parallel with the logotype identity. Knowing that only one identity would be chosen, we knew that two campaign routes would end up on the cutting room floor, but this rapid multi track prototyping of branding and advertising campaign felt like the fastest way of getting to a consensus on an agreed direction.

With an approved logotype and a campaign creative that was borne from the same thought, we had a rapid go ahead to go into production. Which was where multi award winning illustrator Andy Smith came in.

We’d been lucky enough to work with Andy some 20 years ago on his first job, after graduating from the Royal College of Art. And ever since creating that campaign (FTyourmoney.com at BBH) we’d been on the look out for an opportunity to work with him again. Not only did Andy create the illustrations for the OOH and digital ad media; he also drew the logo, creating an Andy Smith interpretation of the chosen web font Poppins.

And, in a stroke of genius, Crucial Group plc decided to create a stunt that would naturally earn PR and eyeballs, as they drove a brightly liveried Pope Mobile around Brighton and the surrounding area.

As well as a digital animated 48 sheet poster, at the corner of a busy thoroughfare, we created OOH assets for standard 48 sheets, 6 sheets, bus sides and telephone kiosks. Even if you’re trying to escape this campaign with your headphones on, you might find our poignant Spotify ad, composed and performed by long time Mummadadda collaborator Mark Crawford, should raise a smile and brighten your day.

Credits

Strategy, concepts, production: Mummadadda Ltd

Design and identity work: 59Deluxe

Illustration: Andy Smith