HR & EDUCATION | Karen Mesina, Singapore

Job vacancy for a dog food taster

Look at this funny but hard-hitting ad campaign for STJobs.

Ad agency Goodfellas launched this sustenance campaign for the ST Jobs. The agency ran HPFC (Half Page Full Colour) and FPFC (Full Page Full Colour) ads in all of SPH's major newspapers. Through the campaign’s sheer media presence, Goodfellas wanted to reinforce and supplement the brand in the mind of the consumer.

This campaign was launched to invite job seekers to log in to the website and search for their ideal job.

The group aimed to bring across the message that STJobs had the most comprehensive job listings and hence, could cater to any job seeker, regardless of their background.

In order to convey this thought, the people behind the concept decided to showcase some of the most unimaginable and absurd jobs they could think of before juxtaposing the visual with the tagline "If there's really an opening, you'll probably find it on stjobs.sg".

With the freedom to come up with provocative ideas, they adopted a "tongue-in-cheek" approach for the campaign whereby they featured over-the-top appointments based on certain hot topical issues prevalent in Singapore.For instance, the government's recent crackdown on shoebox apartments, the widely debated foreign talent scheme and the recent NParks Brompton bike procurement fiasco.

Goodfellas anticipated the audience to endear to the light-hearted but poignant nature of these ads, thereby capturing their attention and creating resonance while emphasizing stjobs.sg as the go-to-portal for all job seekers.

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