ABOUT

The Brief

To try to rectify LinkedIn’s impersonal brand we were tasked with creating a commercial featuring new brand spokesperson and world champion heavyweight boxer Wladimir Klitschko.

By using the multi-talented and instantly recognisable sports star, LinkedIn wanted to create an inspirational story about how you can use the service to move your career to the next level.

LinkedIn wanted to see Klitschko in a variety of different modes, to reenforce the idea that LinkedIn can represent the different facets of your professional personality. We needed to show Klitschko as a boxer, as a writer, as a business person and as a spokesman. He would voice the piece too, taking the audience on a journey through the many aspects of his professional life that they may not be aware of.

The challenge was that due to the boxers upcoming title fight, he would only be available for a limited amount of time (4 hours) in a very particular hotel in the Alps of Austria (Hotel Stanglwirt).

The Solution

We ultimately ended up filming 4 scenes per hour over the course of four hours and concluded by capturing a voiceover with the boxer.

The campaign was the biggest piece of commercial video that LinkedIn had created globally up and the results were overwhelmingly positive. In the first few days of its release the video racked up millions of views, tapping into the news worthiness of the sports star with his upcoming high profile fight.

The piece launched a competition that invited LinkedIn member to apply for the chance to win a trip to Iceland to spend time with business advisors and mentors.

The Results

In the first few days of its release the video racked up millions of views, tapping into the news worthiness of the sports star with his upcoming high profile fight.