Helping Future Employees Realize They Are Made for This
Visit Denver came to us for a big campaign to push hospitality jobs in the greater Denver area. Our goal: make hospitality careers sexy — everything from cooks at restaurants to rangers in our local state parks.
We went into it thinking about this quote by Hunter S. Thompson:
Life should not be a journey to the grave with the intention of arriving safely in a pretty and well-preserved body, but rather to skid in broadside in a cloud of smoke, thoroughly used up, totally worn out, and loudly proclaiming "Wow! What a Ride!”
That's what working in the hospitality industry is — it's excitement, fun, one day looking one way and the next looking a whole different way. It's getting your hands dirty and living for the now. I thought about the ways we played as children, we weren't dressed up in suits and ties playing with spreadsheets and whiteboards, we were at a toy kitchen, romping around in the forest, driving fake cars. We were made for jobs in hospitality. We were made for fun. We were made for this.
The Manifesto
From an early age, we were made for more.
We were made to be on our feet,
to see the world,
to meet new people,
to spread kindness and to share joy.
to see the world,
to meet new people,
to spread kindness and to share joy.
And we deserve to believe we can do it all while growing and learning and feeling financially secure.
It’s possible to find success in adulthood while still having fun.
Don’t let the world convince you otherwise.
Don’t let the adults who came before you tell you to settle.
Don’t let the adults who came before you tell you to settle.
The child in you would be disappointed.
Remember the goal you had as a kid —
to have fun,
let loose,
and make a difference.
to have fun,
let loose,
and make a difference.
You were made to sample all life has to offer.
You were made for adventure.
You were made for this.
Selling the Concept
We developed several mock-ups to help sell the concept. Everything from sample social posts to landing page content — anything to help paint the picture of what this campaign could be. Some of the final visuals and initial mock-ups can be seen on this page.
The Language
Our main audience is Generation Z and younger millennials — those who are just out of college, or even still in high school, looking to start their careers. To grab their attention, we needed to speak their language. A lot of the copy leans on Gen Z slang or other 'causal' ways of speaking — anything that reads fun, laid back, and for them. Each of the sets of copy/poster designs speaks to a different type of hospitality profession. The copy matches the profession itself and is strung through every aspect of the text on-screen or on the poster.
