WSP | Parsons Brinckerhoff
Art Direction and Design
Blaze Advertising (WPP)
WSP | Parsons Brinckerhoff, a multinational engineering professional services firm, required a recruitment campaign that not only reinforced their brand, but stood in front of mind with both graduate and experience hire candidates.
The ‘2 Steps Ahead’ campaign was devised, a concept that reinforces WSP | Parsons Brinckerhoff’s performance-driven and agile nature. The idea promotes the firm’s visionary attitude – in a way that leaves competitors behind.
Using real employees from the organisation’s six core business areas for the campaign, the company’s personnel were photographed in various stages of movement, showcasing the forward thinking and the ‘2 Steps Ahead’ mentality that the company promotes from within. The integrated campaign included print, social and digital elements for maximum impact.
The ‘2 Steps Ahead’ campaign was well received by the stakeholders at WSP | Parsons Brinckerhoff. Since its launch, there has been a reported improvement in the quality of candidate applications.
This campaign was a winner in the prestigious Australian HR Awards for ‘Best Recruitment Campaign’.
Creative: Costa Popolizio, Patrick Rychner, Paul Catts
Copywriter: Angus Williams