Looking For Work?

With a record kiwifruit harvest forecast, one of New Zealand's largest horticultural employers faced its biggest recruitment challenge yet: attracting more than 3,000 workers from across New Zealand and overseas.

Competition for seasonal labour is fierce, making attention the hardest thing to earn. The audience was broad and diverse, spanning New Zealanders seeking seasonal work alongside international workers from a wide range of cultural backgrounds. The campaign needed to communicate instantly, regardless of age, language or experience.

The answer was Looking for Work? Rather than interrupting the job search, the campaign became part of it. Responding with a question already on people's minds, it transformed kiwifruit into eyes, turning the act of searching into a simple, memorable visual metaphor that helped people see themselves in the opportunity.

Spanning New Zealand and international placements, a bold, graphic system featuring real team members, minimal copy and strong typography created an instantly recognisable campaign that flexed across print, outdoor, social and video while remaining unmistakably connected to the region and industry.

The result was a campaign that cut through one of New Zealand's most competitive recruitment markets, achieved recruitment targets three months ahead of schedule, and helped secure the workforce needed for a record season.