The focus of most employer branding campaigns is on the NOW: what it's like to work for the company, what a day is like for the employee. Our creative idea takes us further and further back in time: 'If you choose Abesse as your workplace today, you won't regret that decision for years, or even decades, to come. Our company will support you professionally and personally."
In the creative realisation of the concept, future scenarios were targeted: three films set in the future, in which retired developers reminisce about their important years at Abesse. The authenticity of the films lies in the fact that the content, developed with the client, is professionally supported down to the smallest detail, from the text to the props. And by putting the development messages into the mouths of older people, we put a twist on the contemporary message of employer branding - today, communicating enduring values is 'cool and fresh', not necessarily just about the present moment.
The difficulty of the task was optimising resources at a much lower level than for commercials. The future layer was only subtly superimposed, in a signpost-like way, on the familiar world, the beautiful setting where former Abesse colleagues recounted their memories. The films target three different professionals and positions that are currently considered the most important target groups in recruitment, while also providing an insight into Abesse's company culture.
