Young Cannes Lion
Advertise advertising to young people by decoding complex job descriptions
77% of young people find job ads ambiguous. Now throw in jargons and complex roles that
most ad folks struggle to explain to their mums. When they hear about account handling,
they assume it’s accounting, or copywriting is law enforcing. Let’s turn mad confused Gen Z into the next mad for ad generation, by simplifying how we talk.
Idea
Create an AI decoder that lives on MADConfused.com, our microsite. We also make the decoder available on Snapchat & Google lens, for instant scanning and decoding on the go.
Raising Awareness
We partner with career advice organisations like New Graduates to create organic content on Insta for max engagement rates.
Educational Journey
Decoding is only one part of the solution. We need to excite and educate Gen Z on what it's really like to work in advertising. That's why each decoded description will link through to content where current talent talk about their role and how they broke in e.g. ‘Day in the life…’ TikToks.
Summary
Our campaign offers a tool that breaks down barriers, raises awareness for our industry and provides educational content that connects Gen Z to a community.
Future-proofing
When researching for this idea, we realised this is a universal problem for all industries (not just ad). Our friends shared their struggle with job hunting and navigating complex careers.
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