Ogilvyone Worldwide Design & Branding SOURCE CODE by OgilvyOne Toronto


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Industry Advertising agencies, Business equipment & services, Recruiting
Media Design & Branding
Market Canada
Agency OgilvyOne Toronto
Art Director Mark Ovsey
Released March 2012

Credits & Description

Category: Self Promotion
Product/Service: RECRUITMENT
Chief Creative Officer: Matt Hassell (OgilvyOne Worldwide Toronto)
Writer: Marc Levesque (OgilvyOne Worldwide Toronto)
Art Director: Mark Ovsey (OgilvyOne Worldwide Toronto)
Developer/Art Director: Sebastian Barrotta (OgilvyOne Worldwide Toronto)
Media placement: LinkedIn Job Posting - LinkedIn.com - March 22, 2012
Media placement: Website - OgilvyOneNeedsanAD.com - March 22, 2012

Describe the brief from the client
OgilvyOne needed an interactive art director that could think and work like a developer.

Describe the challenges and key objectives
Our biggest challenge was that this particular type of art director is hard to find. In addition, we had no budget for a job recruiter and were looking to avoid a lengthy interviewing process. So we needed to find a creative way to pre-qualify prospects without having to meet each and every one.

Describe how you arrived at the final design
We created a website, OgilvyOneNeedsanAD.com, which was a way for us to find the best-suited candidates. The site wasn’t really a site, but a puzzle for potential art directors to solve. The design of the page was intentionally blank, giving the illusion of a broken page. We knew that an art director that thinks like a developer would check the page’s source code to find out what’s wrong. Hidden in the code was the actual job posting and an email address to apply, designed with ASCII art. Overall, the lack of design sparked suitable prospects to dig deeper.

Give some indication of how successful the outcome was in the market
Among hundreds of unique visitors, our response rate was successfully low, as we received 2 resumes from promising leads who were able to solve the puzzle – double our desired rate. In addition, the site generated word of mouth for Ogilvy as an agency, not only for designing a site with ‘nothing’ on it, but for pushing media further and solving problems in untraditional ways.