Unionen - How Do You Want to Work Tomorrow?
Enjoying your work and having opportunities to grow matters, especially considering how much of our lives we spend at work. Yet studies show that many people would like to change jobs but never quite take the leap.
An important part of Unionen’s offering is its range of career services, designed to help people develop professionally, change jobs, move into a new industry or take their career in a completely new direction.
To highlight this support, we created the campaign “How Do You Want to Work Tomorrow?”
The Campaign
The concept was supported by a nationwide campaign across print, outdoor and digital media, driving awareness of Unionen’s career services and encouraging people to think about a simple question: how do you actually want to work tomorrow?
Client: Unionen
Deliverables: Brand strategy, campaign concept, interactive website, personalised films, digital advertising, outdoor advertising, print advertising, printed materials
Sweden’s Most Boring Job
Ready for a Career Makeover?
At the heart of the campaign was “Sweden’s Most Boring Job” – a competition where people stuck in a truly uninspiring job could win a complete career makeover.
On the campaign site, participants answered questions and chose from distorted voices, anonymous portraits and background images. A text-to-speech function then transformed their answers into a personalised film: an anonymous testimony explaining why their job situation deserved the title of Sweden’s most boring.
The interactive experience made it possible to talk openly – and playfully – about dissatisfaction at work while protecting participants’ identities.
Visitors could also access online career coaching through Unionen’s website.
The campaign proved highly successful, generating a large number of entries from people sharing their own “boring jobs”. The response revealed just how many people felt stuck in their current work situation – and how strong the desire for a career makeover really was.