The goal of the campaign was to encourage university student s to apply to be our Philip Morris Brand Ambassador. 
We twisted the tone of voice of the average job advertisement to promote a job that's all about fun. Proposing the Brand Ambassador as a real, committed, determined professional of fun: the lifestyle every 20-somethings dreams of having and now has the possibility of being paid while doing it.
Role: Art Director | Designer
Agency: Leo Burnett
Copywriter: Niccolò Moronato
CD: Neta Bem Tovim​​​​​​​


AWARENESS
Candidates have been recruited through an awareness campaign in relevant touch points, driving traffic to a dedicated TheFirm website.
RECRUITMENT
Introducing potential candidates to TheFirm, inviting them to apply through the website.
After completing the registration candidates will be asked to involve their friends in different Missions, to prove their talent and adaptability to become a Brand Ambassador. The first one is mandatory and the following bonus, incrementing their chances to become a BA.

ACTIVATION
The Brand Ambassadors tasks will be to organise MUST-BE-IN activities in the city, promoting PMI selected brands.
They will be responsible to the idealization and organization of events and initiatives inspired by each brand’s core values.
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