We are looking to attract “the modern welder” who values a full-time stable lifestyle in the city of Edmonton where they can be home every evening for dinner, enjoy 3 day weekends with their friends and family, and a clean/safe work environment. In Alberta it is typical for welders to work out of town in the oil field, where they make more money, but they also sacrifice a lifestyle, staying in camps and sacrificing family life, stability, safety, comfort etc.
Candidates between 18-25 looking to apprentice in welding.
With many journeymen welders chasing high paying temporary work in the oil field, staying in camps and away from home; we would like to emphasize the benefits of having a “life” and enjoying the stability of working at a permanent site, immediate apprenticeship training, the camaraderie of a team environment, benefits, 3 day weekends and all of the perks of living within the city; i.e. camping on weekends, home for dinner every night, festivals, restaurants, fishing, ATVing.
The ideal audience will be that 18-25 group whom we would like to build a rapport with with, and form a long term relationship. A broader demographic would encompass 18-35 with the 25-34 being gainfully employed, likely with a young family and that they are entertaining change in their work pattern due to the time and distance from their family.
We are looking for creative for a multi-layered outdoor advertising campaign. We are looking for multiple comps covering off a few of the differentiating touch points mentioned above.
A successful comp would be easily digestible to garner a quality impression by the viewing audience within 3-5 seconds of viewing
Please see attached logo and images to help formulate a palate for our campaign
Type of creative:
Something that will really drive home the point of our differentiating values mentioned above vs working part time projects and living out of camps.