CAG - Beeep
The tech giant CAG was in need of new coworkers and reached out to Sweet for help. We gladly took on the challenge, but there was a catch. Because of confidentiality reasons, CAG couldn't talk about what they do publicly. We asked ourselves: how do you recruit new talent when you’re not allowed to share the job description?
We turned the brief on its head and used the element of secrecy as the concept's backbone. We let four CAG employees tell us about their jobs; what they do and for whom. Then we censored all classified information. The campaign was launched on CAG’s website and social media, with LinkedIn as the primary channel in order to reach the target group when they're in a job-searching state of mind.