READY. SET. WORK.
Instead of reusing our TV spots we created prerolls that matched the videos that followed.
Ready.Set.Work is an employment program run by the Ontario Government that helps youth build skills, start a business, or find a job.
We needed to create a campaign that spoke to youth. We also wanted to make it clear that the popular stereotype about youth being lazy is wrong. Youth have ambition; what they lack are resources.
When it came to creating prerolls, instead of repurposing the TV spots we created a customized preroll series. We knew that people pushed play to see a video, not our ads. So to capture interest, we aligned our ads to the video that followed by creating prerolls that matched top video genres, specifically animals, music, food, cute, fail, sports, and a catch-all.
“Food” preroll played before food videos
“Music” preroll played before music videos
“Sports” preroll played before sports videos
“Animals” video played before animal videos
“Fail” preroll played before fail videos
“Babies” preroll played before baby or cute videos
“Catch-all” preroll played before any type of video we didn’t have a matching preroll for
We also shot a preroll series aimed at employers to invite them to enter the program to provide job placements.
Employer preroll “Sketch”
Employer preroll “Skateboarder”
AWARDS
2014 Cannes Film Lions - Shortlist
2014 Applied Arts Interactive - Online Campaign
2014 Applied Arts Interactive - Interactive Campaign
2014 CMA Bronze
MEDIA COVERAGE
Media in Canada: The Ontario Gov encourages viral video viewing
TEAM
Agency: Bensimon Byrne
CW: Karen King
AD: Jonathon Ciordas & Debbie Chan
Creative Technologist: Jamie Kaiser
CD: Joseph Bonnici
Director: Max Sherman
Editing: Barbershop Editing
CLIENT
Government of Ontario
WHAT I DID
Copywriting, concept development
WHAT WE MADE
Campaign development, named program,
TV, preroll, display, social ads, SEM
INDUSTRY
Employment, Government of Ontario