The freelance economy is booming, and 57.3 million Americans are freelancing. In this new "Hey World!" campaign by award-winning ad agency Duncan Channon, Upwork playfully raises its hand to offer freelance help to time- or resource-strapped pop culture figures, business icons, institutions and political leaders. The integrated campaign for the largest freelance website includes "Out of Home" and animated digital videos produced with Gentleman Scholar, radio, and also station takeovers in major shopping and transportation hubs across America.
All eight campaign spots are available on YouTube here: http://bit.ly/UPytHW. Upwork's SVP of Marketing Rich Pearson provided more perspective on the campaign, along with the brand's agency and production company partners.
According to Pearson, "Forward-thinking companies are turning to freelancers to access the diverse skills needed to innovate and grow. We're excited to work with Duncan Channon to launch this new campaign to help bring to the light the expertise and scale freelancers deliver to businesses today."
Out of home campaign running at NYC's Fulton Center. Image courtesy of Gentleman Scholar.
"Upwork is a vibrant, expressive brand that's contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business," adds Duncan Channon's chief creative officer Michael Lemme. "The 'Hey World' campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done."
Gentleman Scholar's co-founder and creative director Will Johnson explains, "As a creative studio, we have a tendency to ebb and flow with every project we work on, so our familiarity with the freelance world made partnering with Duncan Channon and Upwork on this campaign an exciting opportunity for us."
Frame from campaign spot, courtesy of Gentleman Scholar.
And from Gentleman Scholar's art director Macauley Johnson: "We poured ourselves into bringing each visual to life and allowed the tongue-in-cheek messaging of the scripts to influence our explorations of fun and engaging worlds, and catch the attention of hiring managers and leaders who need talent in a real and relatable way."
To learn more about Upwork, please visit http://www.upwork.com.
Complete Project Credits - Upwork "Hey World!" Campaign Broadcast Spots
Client: Upwork
SVP, Marketing: Rich Pearson
VP, Communications and Brand: Shoshana Deutschkron
Director, Brand Marketing: Kevin Bechtel
Executive Creative Director: Jonathan Cofer
Senior Interaction Designer: Matt White
Agency: Duncan Channon
Director of Strategy: Andy Berkenfield
Director of Account Management: Jamie Katz
Account Supervisor: Nick Gustafson
Account Manager: Sydney McComas
Creative Directors: Parker Channon, Michael Lemme
Copywriter: Amanda Burger
Senior Art Directors: Colleen Horne, Jessica Wyatt
Senior Broadcast Producer: Keenan Hemje
Senior Art Buyer and Print Producer: Renée Jean
Senior Digital Producer: Eric Kozak
Studio Designer: Scott Whipple
Associate Producer: Emily Sarale
Director of Communications Planning: Leslie Diard
Associate Communications Planning Director: Jason Tatterson
Communications Planning Supervisor: Kurt Garvey
Communications Planning Associate: Caitlin Herrforth
Design and Animation: Gentleman Scholar
Creative Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Tyler Locke
Art Director: Macauley Johnson
Senior Producer: Kirsten Noll
Lead Designer: Hana Eunjin Yean
Designers: Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang, JP Rooney
2D Animator: Henry Pak
Cel Animators: Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton, Ana Chang
Compositor: Henry Pak
Sound Design and Engineering: One Union
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