Based on our research and the insights we gathered, we combined the nannies' fun and caring personalities with Koru Kids’ serious ambitions to create a campaign message aimed at attracting new nanny applicants.
We developed a campaign concept that brought to life the fun activities that the nannies engage in while caring for children and combined them with their aspirational goals, represented as playful job roles. We created positions such as 'Head of Paper Chains' and 'Chief Cuddle Officer.'
To further appeal to the playful and creative aspects of the nannies' personalities, we used a campaign art direction featuring bright, vibrant colours to create a hyper-realistic interpretation of the nannies' job titles.
The campaign was brought to life through a series of videos, print materials, and digital creatives. The final creatives were integrated into a multichannel campaign, including TV, out-of-home (OOH), and digital platforms.