Category: Public Interest, NGO
Agency: Part Time Lab
Geo: United States
Advertising Agency: Part Time Lab, New York, USA
Creative Director: Tomic Lee
Art Directors: Myeongseok Cheon, Junggle Kim
Copywriters: Jared Powell, James Breakwell, Andrew Kim
Cinematographers: Pierre Pater, Pedro Torres, Diego Pernia, David Torres
Published: March 2017
Description: Against a backdrop of nuclear programs, forced labor camps, and an infamous, brutal dictator, thousands of North Koreans make their escape. Their stories go largely untold – a cause that people across the globe could actually affect. So, we needed a new way to break through all of the noise coming out of North Korea – a way that flips the script and gets people talking about the North Korean refugee crisis.
So, we enlisted the help of the glorious leader himself, Kim Jong-Un. Kim Jong-Un took to major job search sites and announced unlimited job openings in North Korea – job openings that anyone in the world could apply for.
In case anyone doubted Kim, we populated his LinkedIn profile to include achievements like his sanctioned nuclear plants and child labor programs and also a commercial for his recruitment campaign. For his cabinet, Kim got on Twitter and hand-selected his picks – picks like Leonardo DiCaprio as the Minister of Environment. But, in the end, every applicant was actually redirected to a landing page for Liberty in North Korea, a non-profit aimed at helping North Korean refugees.
LinkedIn shut down the campaign after seven days. But, in those seven days, donations to LiNK were up 427% with new visitors contributing 42% of the total. Over 50 news outlets picked up the story further expanding our reach. Best of all, we did it with virtually no spent media.
Publicidad online "The greatest recruit" hecho por la agencia de publicidad "Part Time Lab New York" para la marca: Liberty In North Korea (LINK) Estados Unidos. Fue producido en mar. 2017.