Following the recent dip in the price of oil and the uncertainty this has caused in Aberdeen and the North East in particular, we created a recruitment campaign specifically targeting experienced engineers working within the energy sector. The purpose of our campaign for William Grant & Sons was to communicate the engineering and technical innovation that goes into producing their high profile brands, and to challenge perceptions of engineering as a career within the spirits industry.
Deliberately referencing the difference between oil and whisky barrels - and the opposing trends of both in the current climate - we used an image that on first glance appears to be a typical offshore worker. On further viewing, this is revealed as an engineer standing in front of one of the huge engineering projects involved in the production of the world-renowned brands William Grant & Sons produce.
Situated in locations specifically chosen to pique the interest of the target audience, including Aberdeen’s airport and train station, the 6- and 48-sheet poster sites have been generating a buzz on social media since their launch.
This campaign directs the audience to a dynamic new careers site we recently produced for William Grants & Sons that falls directly in line with the business' long-term digital recruitment strategy. It will work hand-in-hand with another recruitment campaign aimed at engineering graduates which is under wraps at the moment, but is due to be launched imminently - more news to follow!