Initially it was an internal communication project, but Publicis Italia immediately turned it into a brand activation, which saw 5,000,000 views on the Web in just the first two months on air, making it the second most talked about AD of 2013 in the world, exceeding 400 million media impressions and one million mentions on Google.
These impressive figures were also followed by the birth of real types of interviews.
Heineken International asked Publicis Italia to communicate a positive image of the company, showing how its target group and its employees have the same DNA as the brand, namely, an “Open your world attitude”.
This led to “The Candidate”, a brand activation that overrides the traditional rules of recruiting and transforms a predictable situation, always with the same content (CVs and interviews) into a different way of selecting staff that nobody can prepare for.
Only those who are truly open-minded, enterprising, creative, confident, ready to take a chance and grasp the opportunities that life offers have the right talent to join the Heineken world.
