British Antarctic Survey: Tradespeople
British Antarctic Survey: Tradespeople
Coolest job in the world.
Coolest job
in the world.
Coolest job in the world.
The situation
Most people assume that working in the Antarctic requires a PhD in climate science or similar. But who keeps the heating going, the water running, the lights on and the teams fed so that the scientists can focus on their research?
At the beginning of every year, the British Antarctic Survey launches a major recruitment drive for tradespeople. While it gets a healthy PR push on breakfast TV and features in the national press, we also needed to reach people who missed the morning news because they were already busy at work.
We had to speak to them in the trade press.
Client
British Antarctic Survey
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
Awards
RBA Winner
The situation
Most people assume that working in the Antarctic requires a PhD in climate science or similar. But who keeps the heating going, the water running, the lights on and the teams fed so that the scientists can focus on their research?
At the beginning of every year, the British Antarctic Survey launches a major recruitment drive for tradespeople. While it gets a healthy PR push on breakfast TV and features in the national press, we also needed to reach people who missed the morning news because they were already busy at work.
We had to speak to them in the trade press.
Client
British Antarctic Survey
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
Awards
RBA Winner
The situation
Most people assume that working in the Antarctic requires a PhD in climate science or similar. But who keeps the heating going, the water running, the lights on and the teams fed so that the scientists can focus on their research?
At the beginning of every year, the British Antarctic Survey launches a major recruitment drive for tradespeople. While it gets a healthy PR push on breakfast TV and features in the national press, we also needed to reach people who missed the morning news because they were already busy at work.
We had to speak to them in the trade press.
Client
British Antarctic Survey
Sector
Recruitment advertising
Services
Art Direction
Graphic Design
Awards
RBA Winner
The solution
We needed to talk to an audience who were looking for an adventure, willing to use their skills in an environment like nowhere else on the planet, in working conditions a bit more challenging than their usual everyday jobs.
Seeing as a photoshoot was not on the agenda (how ace would that have been though?), access was given to their photo library so that we could help bring the workplace to life. But rather than showing the usual images of smiley, happy people doing their jobs, we wanted to show them something that they could only experience in the Antarctic.
So, we decided to highlight another aspect of the working environment they would be joining. A stunning shot of the Aurora Australis above Research Station Halley V really highlights the spirit of adventure and the natural beauty of the Antarctic.
Bit better than another drizzly summer back in the UK, isn't it?
The solution
We needed to talk to an audience who were looking for an adventure, willing to use their skills in an environment like nowhere else on the planet, in working conditions a bit more challenging than their usual everyday jobs.
Seeing as a photoshoot was not on the agenda (how ace would that have been though?), access was given to their photo library so that we could help bring the workplace to life. But rather than showing the usual images of smiley, happy people doing their jobs, we wanted to show them something that they could only experience in the Antarctic.
So, we decided to highlight another aspect of the working environment they would be joining. A stunning shot of the Aurora Australis above Research Station Halley V really highlights the spirit of adventure and the natural beauty of the Antarctic.
Bit better than another drizzly summer back in the UK, isn't it?
The results
The ad was a great success that managed to fill all the available roles, and create a healthy pipeline for the next year's recruits.
It was also recognised at the RBA Awards where it was awarded the Best Construction/Technical advert of the year.
The results
The ad was a great success that managed to fill all the available roles, and create a healthy pipeline for the next year's recruits.
It was also recognised at the RBA Awards where it was awarded the Best Construction/Technical advert of the year.
Best
Construction/Technical
The results
The ad was a great success that managed to fill all the available roles, and create a healthy pipeline for the next year's recruits.
It was also recognised at the RBA Awards where it was awarded the Best Construction/Technical advert of the year.
Best
Construction/Technical
