We began by conducting focused research to identify the creative direction for the campaign’s overall brand and custom photoshoot. Our team directed the photography and videography team, ensuring a consistently cinematic look throughout all visuals. In tandem with this photoshoot, we designed a microsite to house all Be a Seafarer information and serve as the campaign’s digital face.
After producing the website, we developed supporting marketing materials, posters, popup banners and campaign swag, as well as a tent, backdrop banner and podium. We created social media ads for Facebook, Twitter and Instagram to introduce the primary target market (15- to 25-year-olds) to the campaign and notify them of upcoming hiring events.
The microsite emphasizes a bold, contemporary, gritty take on the SIU brand, in line with the design aesthetic of the target demographic. We chose a looping video of waves to serve as the site’s header, creating depth, movement and visual interest. Our team featured dark blue throughout the site to accentuate the cinematic style of photography and draw the audience to the campaign tagline, Stability. Adventure. Pride. The site features parallax animation for a dynamic look, successfully extending the Be a Seafarer brand while maintaining a familial appearance to the SIU.
The marketing collateral mirrors the microsite’s dark blue appearance, maximizing brand visibility at hiring events and ensuring a cohesive suite of materials. We designed take-home items, such as brochures and swag, to keep seafaring top-of-mind as potential applicants consider their career choices.
Our team produced campaign materials in English and French to serve members of the seafaring community in both official languages.