Today marks the launch of DC’s first campaign for Upwork, a global network of freelance talent. But, as the campaign has it, this is more than some indiscriminate mob of freelancers from here, there and everywhere. Rather, this is a unified movement of motivated people — freelancers and managers alike — here to roll up collective sleeves and make stuff happen. And like any good movement, they aren’t afraid to speak truth to power with a hearty “Hey! How can we help?”
“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” said Michael Lemme, chief creative officer, Duncan Channon. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”
All videos below, after the jump.
Radio and outdoor executions capture the target on their commute to and from the office. And a robust buy of full-episode-player videos deliver that living room lean-back experience at a better price point with better targeting than traditional TV. (Big Upwork ups to Gentleman Scholar for their outstanding illustration, animation and collaboration.)
Work + News
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Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered.
Golden State Warriors
One of the greatest teams ever assembled was just about to leave the city that supported them through thick and thin for 47 years. How do they say good-bye?
Upwork goes nationwide
This week marks the launch of Upwork’s first national campaign. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.