HarperCollins

Attracting a more digitally savvy workforce required a dramatic change of direction for HarperCollins.

To convince students they are a progressive company, they had to act like one.

Our campaign was a search for The Avatar (before that word meant an 8ft tall, blue tree-hugger). An integrated campaign which challenged students to show off their digital chops – sort of recruitment meets user generated content. It was seeded online and in a host of student media, to an overwhelming response from exceptional candidates.