SNAKES AND LADDERS by McCann Tel Aviv for McCann Erickson

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SNAKES AND LADDERS

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Design & Branding
Market Israel
Agency McCann Tel Aviv
Art Director Alizarin Waissberg
Copywriter Dana Saka Lapinsky
Released March 2011

Credits & Description

Category: Online Digital Design
Advertiser: McCANN ERICKSON
Product/Service: RECRUITING DIGITAL CREATIVE EMPLOYEES
Agency: McCANN ERICKSON ISRAEL
Date of First Appearance: Mar 3 2011
Entrant Company: McCANN ERICKSON ISRAEL, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/CANNES-LIONS/Climb_your_way_up.html
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Vice President Creative Digital: Nir Refuah (McCann Erickson)
Art Director: Alizarin Waissberg (Zroob) (McCann Erickson)
Copywriter: Dana Saka-Lapinsky (McCann Erickson)
Media placement: Facebook Album - Facebook - March 3, 2011

Describe the brief from the client
The Brief:
Our office digital team needed a unique way to recruit new creative digital talents.
We wanted to pick the talents at their natural habitat: Facebook.

Describe the challenges and key objectives
Our objective was to lure the creative digital talents who already saw it all and we wanted to show them that our digital creative team is innovative, daring, hard working yet also fun to play with.

While classified ads get some attention we wanted to get MORE.

Describe how you arrived at the final design
The Insight:
Digital creatives have seen almost everything. In this day and age, in order to recruit the best, you have to be cunning, brave, and taken them by surprise.

The Execution:
We created a Facebook photo album and recreated the classic game of Snakes & Ladders showcasing our creative folks and creative thinking.

Give some indication of how successful the outcome was in the market
The game drew tons of attention and got picked up by blogs everywhere, nationally and internationally. Hundreds of resumes were submitted from near and far.

At this game only the best won.