Koru Kids exists to help families find great childcare, but to do that they first needed to find great people. As an after-school childcare service that trains and hires part-time nannies, they were competing in a crowded recruitment market where most people simply do not consider nannying as a job option.
For many, a part-time role is seen as something practical or temporary. Nannying rarely makes the list. Koru Kids needed to change that perception and show that this was not just a job, but a role where work and play could exist side by side.
We spent time with current and prospective nannies to understand what drew them to the role. From students to women in later stages of their careers, one thing was consistent. They were caring, creative people who loved imagination, fun and the chance to switch off from everyday stress. Many also had big ambitions of their own and wanted work that felt meaningful without feeling heavy.
This insight shaped the idea. Play is not a distraction from work. It is the work. We took the everyday activities nannies do with children and reframed them as roles you might expect to see in a workplace. Head of Paper Chains. Chief Cuddle Officer. Suddenly, the job felt familiar, joyful and full of possibility.
We brought the campaign to life by casting real Koru Kids nannies, ensuring everything felt authentic and grounded in reality. Their personalities and energy became the heart of the work, helping potential applicants see themselves in the role.
Visually, the campaign leaned into imagination. Bright, vibrant colours and hyper-real art direction transformed playful job titles into something bold and eye-catching. The result was a world where creativity and care felt just as valid as ambition and responsibility.
The campaign ran across video, print and digital, rolling out as a multi-channel presence across TV, out-of-home and online platforms. By blending fun with purpose, Koru Kids stood apart from traditional employers and made becoming a nanny feel like a job worth getting excited about.
