A recruitment campaign on eight wheels.
The Challenge.
Despite being a vital industry, highway maintenance and road building isn’t a particularly well-known field for the average British Columbian. BC Road Builders wanted to change that. With more jobs opening up, this was their time to bring the industry into the spotlight and attract job seekers to key roles that often fly under the radar. The plan: create a talent-acquisition program that made it easy for people to see the jobs on the table, and try them out in a world-class simulator.
Solution.
Enter the RoadShow—a modern, dynamic brand that amplifies BC Road Builders and brings the most in-demand jobs to the people. This talent attraction program was designed to reach underrepresented groups for key positions, by taking the jobs and state-of-the-art simulators on tour. But when you have a big trailer driving across BC to recruit operators for heavy machinery like excavators and snowplows, you need to think big. So our work included everything from creating a website and social media channels to all event marketing materials. We also designed a truck and trailer wrap, and produced photo and video content, strategy work, and more.
Brand-New Brand.
We created a compelling and modern brand from the ground up, targeting underrepresented groups in the industry.
Specialized Creative.
We created a truck and trailer wrap for the hiring program to tour across BC.
