Seek
University Project
Brand Campaign
THE BRIEF
Reposition SEEK to better connect with a younger audience by developing a brand campaign that feels culturally relevant, emotionally engaging, and aligned with their ambitions. The challenge was to maintain SEEK’s credibility while injecting new life into its identity for a generation seeking purpose over pay checks.
THE CONCEPT
We tapped into the nostalgic spark of childhood dream jobs — the ones we imagined when everything felt possible. By reconnecting that feeling with the job search experience, we created a campaign that’s emotionally rich, visually playful, and undeniably relatable. The idea: “A big dream needs a little search.”
This positioning allowed us to transform SEEK from a static utility into a dynamic, dream fuelled brand using a mix of real storytelling and AI-powered visuals.
WHAT WE DID
- Concept Development
- Strategy & Insight
- Messaging & Copywriting
- Art Direction
- AI Visualisation
- Social Content
- Campaign Design
- Presentation & Pitch
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WHY IT WORKS
This campaign flips the script on traditional job hunting — instead of stress, we focused on excitement. By using childhood imagination as a creative anchor, we built an emotional bridge between where users have been and where they want to go. Combined with SEEK’s existing AI tools, the campaign shows that big career dreams aren’t just possible — they’re practical, achievable, and deeply personal.
MEDIA
- Out-of-Home advertising: tram wraps, billboards and metrolites.
- Digital rollout: Instagram stories and feed, TikTok ads, YouTube pre-roll and digital display banners.
- Print and press appeared in local street press features.
GROUP MEMBERS
Ella, Nic, Ben, Milla