003022.JP by ARMZ, Steve N' Steven for Staff Service

003022.JP

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Industry Business equipment & services
Media Design & Branding
Market Japan
Agency ARMZ
Copywriter Masakazu Taniyama
Designer Hiroka Hasegawa
Agency Steve N' Steven
Released January 2012

Credits & Description

Category: Online Digital Design
Advertiser: STAFF SERVICE
Product/Service: STAFF SERVICE
Agency: ARMZ
Agency: STEVE N' STEVEN
Executive Creative Director/Copywriter: Shoichi Furuta (Hakuhodo/Steve N' Steven)
Copywriter: Masakazu Taniyama
Creative Director/Copywriter/Planner: Kentaro Masamura (Hakuhodo)
Agency Producer/Planner: Hiroshi Nakagawa (Hakuhodo)
Producer/Production Manager/Director: Yuichi Hagiwara (Mount)
Director/Art Director: Jeong-Ho Im (Mount)
Designer: Hiroka Hasegawa (Mount)
Technical Director/Flash Developer: Takeshiro Umetsu (Mount)
Technical Director: Toshiyuki Nagashima (Metaphor)
System Engineer: Iret (Iret)
Sound Designer: Mizuno Koji (Scam Circle)
Account Planner: Makoto Yamada (Hakuhodo)
Account Planner: Kazumasa Toyouchi (Hakuhodo)
Account Planner: Yoshinari Sakaue (Hakuhodo)
Animation Director: Kenji Kamiyama (Steve N' Steven/Production I.g)
Animation Designer: Production I.g (Production I.g)
Media placement: Website - Online - 10 January, 2012

Describe the brief from the client
The brief from our client focused on their desire to recognise a positive image of a temporary working position among their target audience of young adults in their twenties, and encourage more of them to sign up as temporary workers.

Describe the challenges and key objectives
The challenge was to enlighten our target audience with the advantages of temporary work (such as how they it doesn’t require long working hours and provides more personal free time) by comparing temporary workers to full time workers.

Describe how you arrived at the final design
We decided to navigate our concept comically, not seriously.
By comically comparing the contrasting personality and attitude of 2 cyborg characters: ‘Temporary Worker: Cyborg 022’, who always gets her job done, and ‘Full Time Worker: Cyborg 003’, who always lets her work go haywire. Then we illustrated the advantages of temporary work.
The message is, ‘Which way of making an effort would you choose?’
These 2 different ways of life are expressed in the futuristic world of science fiction.
By operating a unique 4-sided graphical interface, the user can enjoy and also be piqued by what temporary work can achieve.

Give some indication of how successful the outcome was in the market
The website, which communicates the advantage of temporary work to our target audience, has been receiving a tremendous amount of visitors since its launch in January. Within 2 months, over 1.2m unique visitors have accessed it. It is also enticing visitors to sign up for temporary work.