Niels den Otter
Sound Design Company at Audentity Music & Sound
Amsterdam, Netherlands
TitleOpel presents: JADE
Agency
Campaign Opel presents: JADE
Advertiser Opel
Brand Opel
Date of First Broadcast/Publication
Business Sector Cars
Story Opel found it hard to recruit female sales people, as women assumed only men would get the job. So Opel created the fictitious lifestyle company ‘Jade’. Then it advertised two sales job vacancies: one for Opel and one for Jade. As expected, Opel got applications from men only, Jade mostly from female candidates. Interviews with the female candidates were filmed, catching some shocked but positive reactions after the big reveal. In the end more than 600 female candidates applied for the job.
Story (original language) Simply putting out adverts with vacancies to recruit female sales talent clearly wasn’t working. And at the same time, positive discrimination, selecting women for roles based on their gender, was not allowed. We had to come up with something special to overcome barriers. So we created an experimental recruitment campaign, introducing fictitious company ‘Jade’, together with recruitment partner Randstad.Then we created two vacancies with the exact same job description. One for Opel and one for Jade. But both with a completely different identity. As expected: Opel got applications from men only, Jade mostly from female candidates.The female candidates were invited for an interview and were filmed, catching some shocking but positive reactions when we revealed it was actually Opel recruiting. Legitimizing our experimental set up in order to break with old-fashioned notions and convince the applicants to continue the recruitment process. The campaign reached a 30 million audience and more than 600 female candidates applied for a challenging sales job.
Media Type Web Film
Length
Music
Sound Design Company
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Creative Director
Creative Director
Creative Team
Creative Team
Executive Creative Director
Account Manager
Account Manager
Account Manager
Account Manager
Production Company
Editing Company
Director
Director of Photography (DOP)
Editor
Colorist
Production Company Producer
Music
Sound Design Company
Media Agency

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