Pugs, Ping Pong and GIFs in ZonaJobs' 'The Anti-Millennial'

Argentine job search service ZonaJobs has unveil its new campaign developed by FCB Buenos Aires. The campaign focuses on one of the key characteristics of the brand: the understanding of millennials and the way they fit into the labour market.

“The challenge of this campaign was to reflect, with humour, how the culture and the way of working has modified and evolved over the past years. And how some people, like Roberto – the main character of this campaign – coexist with these new rules in an unknown territory,” comments Luciano Landajo, Chief Operating Officer and Vice President of Accounts at FCB Buenos Aires.

“ZonaJobs is an undisputed leader in its segment – it is a key brand in our business, and much of its success is due to being able to understand millennials. We are happy with this campaign and we are very confident in what it will bring to the brand,” says Federico Paluszkiewicz, Director of Marketing and Communications for Navent.

“This work was a great challenge. It demanded a lot of us, since the last thing we wanted was to transform ourselves into Roberto, trying to speak to a generation so particular and complex that it undoubtedly requires a different language. When we came to this idea, there was no doubt, either on our side or on that of the Navent team: We both felt we had found the way,” adds Lulo Calió, Creative Director of FCB Buenos Aires.

This is the first work developed by FCB Buenos Aires for ZonaJobs following the agency’s great results for the brand in the past, with popular and memorable campaigns such as “PPT” and “GrandMa.” The campaign includes the spot designed for digital, radio, outdoor and social networks. The production house was Mu Films and the spot was directed by Clan.