"We Get You" Campaign
Client: Jobstreet by SEEK, Singapore
OOH Regional Campaign | 2025
Target Research | Strategic Ideation | Visual Direction | Designing Deliverables
Agency: UltraSuperNew, Singapore
Role: Creative Lead
Context:
JobStreet by SEEK had built a reputation over the years as a go-to for junior or blue-collar roles. But in today’s job market, that wasn’t enough. With rising inflation, tighter hiring budgets, and jobseekers expecting more, both employers and candidates are feeling the pressure. It isn't just about finding jobs or talent anymore — people want to feel seen, heard, and supported.
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Objective:
To reposition JobStreet as a modern, people-first hiring and job seeking platform — one that truly understands the challenges of today, and becomes the first choice for both hirers and seekers.
Problem:
The brand was seen as traditional and out of touch. Its existing visual identity felt polished but generic — blending into the background and failing to connect with the real problems hirers and job seekers are facing. The platform needed a refresh, but without losing the trust it had built over the years.
Insight:
The best way to earn trust again was to show understanding first. Instead of pretending everything was fine, we chose to be honest. We called out the hard stuff — the tight budgets, the unrealistic job descriptions, the hiring freezes, the tough job market — and reassured our audience that JobStreet gets it. That JobStreet gets them.
Idea:
We built the campaign around a simple but powerful idea: “WE GET YOU.” A line that says, “we understand what you’re going through” and “we’re here to help.” Every piece of messaging started by addressing a real pain point, and ended by flipping it into a benefit — showing how JobStreet can actually make things easier and efficient. The tone is direct, human, and impossible to ignore.
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CREATIVE DIRECTION:
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Visually, we took what JobStreet already had — the clean, corporate look — and gave it a twist. We introduced unexpected, editorial-style elements: oversized props, surreal setups, and playful compositions that made familiar imagery feel fresh. The palette stayed close to the brand, but brighter and bolder. It felt like the same brand — just more confident, more self-aware, and a lot more fun.
Execution
We launched a bold OOH campaign across key city spots — each visual paired a tough hiring talent/job hunting truth with a light, optimistic resolution. QR codes led to landing pages tailored to different industries and roles. On social, short videos and carousels continued the same narrative — speaking to both hirers and jobseekers with empathy, clarity, and a little humour. At every touchpoint, the message was clear: JobStreet gets where you’re coming from — and it’s here to help you find your way forward.
B2B
B2B
Physical Touchpoints:
