Recruit NI is a recruitment platform that felt a little overshadowed by its sister website – the larger, more familiar, longer standing ‘NI Jobfinder’. Both platforms are owned by the NI newspaper ‘Belfast Telegraph’, but Recruit NI was lagging behind.



We wanted to give Recruit NI a distinct personality with a ‘tongue in cheek’ campaign appealing to working ‘20 somethings’, unhappy or bored in their current job, and looking for a change. Picture this…a bored office employee dreams of escape from the humdrum of their unfulfilling job – step forward the humble paper clip – these handy little supplies could provide the fictional escape route needed! Our creative team created and photographed a rope ladder made out of paper clips, and placed the image against a strong yellow background. The call to action simply stated  “Plan your Escape”, to drive jobseekers to the website to find out more.


The campaign successfully repositioned Recruit NI, giving it a strong and distinctive look across all digital, social and print platforms. The campaign won two prestigious GOLD awards in the 14th PANI Awards (2017) for Best Use of Outdoor; and Best Magazine ad.

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