Job Redesign Campaign for
Workforce Singapore
The Brief: Workforce Singapore's Job Redesign program was launched to encourage businesses to transform their culture, embrace technology and re-skill their manpower in order to future-proof themselves against the tides of change. However, as a significant part of the process involves transforming job roles in a way that is perceived as making them more "cushy" and desirable, the employer perception of the program was that Job Redesign only benefits employees. This lead to slow uptake of the program.
We were tasked to create a campaign that encouraged uptake of this program. To do that, we needed to change the employer's perceptions. We decided to utilise the metaphor of the butterfly effect, and explain simply to employers how small manpower changes can lead to big business outcomes. We expressed this through the campaign line: Redesign the job, Redefine the Future.
Our campaign key visuals spoke directly to employers: Is your business ready to face tomorrow? They featured an upgraded, futuristic takes on recognisable job roles, segmented by key industry. The twist was these were real, redesigned job positions and the message was clear: Your industry leaders are are utilising Job Redesign to redefine the future of their businesses.
45 Second Campaign Film
(Online ads and Free to Air TV, in English and Mandarin)
Key Visuals
(Security, Corporate, Marine & Offshore, Food & Beverage)
OOH
(Downtown Station)
Explainer Video
(Tactical Animated Video)
To support the big idea of the campaign, we created a tactical animated explainer video targeted at employers, which further detailed how the
Job Redesign program can benefit their business.
