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LinkedIn to Put the Power of Community to Test in Grimsby

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New spot by BMB and Archer's Mark director Amy Becker-Burnett

LinkedIn to Put the Power of Community to Test in Grimsby

LinkedIn, the world’s largest professional network, has today announced the launch of its new project, “Grimsby United”. Based in Grimsby, UK, a northern town famous for its once thriving fishing industry, the initiative is set to explore how the power of community can help people access new jobs and careers in an area that has experienced tough economic challenges.

The project focuses on the journey of four different people, all in search of new opportunities in Grimsby. From Darren, one of the town’s last remaining fishermen looking to export his seafood internationally, to Chelsey, a part-time café worker who wants to transition into a fulfilling career as a caregiver. The short films follow their real-life career transformations as they look to connect with their local community and new opportunities.

The first instalment features two two-minute adverts which will be screened nationwide in cinemas from today. This is the first time LinkedIn has expanded its marketing to cinemas, with the adverts appearing on 500 screens over the next four weeks. The project will also be supported by an earned media and social campaign on LinkedIn, Facebook and Instagram and will be underpinned by additional initiatives in Grimsby to highlight the employment opportunities and support available to the town’s residents.

Ngaire Moyes, senior director of brand marketing and corporate communications for EMEA and LatAm at LinkedIn commented: “We believe every member of the workforce can create opportunities for themselves, and on LinkedIn, we have a passionate community of members who are connecting with and helping each other do just that. Our work in Grimsby is putting this theory to the test, and these films follow the journey of two of our newest UK members, Darren and Chelsey as they seek new jobs and opportunities."

BMB is the lead agency for the creative, working closely with Archer’s Mark as its production partner. 3Q Digital is leading on the digital media buying while Brands2Life is responsible for the social execution and earned media activation in the UK.


BMB credits


Chief Creative Officer: Matt Lever

Creatives: Harry Boothman & Jenny Piggott

Producer: Jessie Gammell

Head of Client Services: Jake Goodman

Account Director: Rosie Walker

Planner: Chris Mason

 

Director: Amy Becker-Burnett

Producer: Kirsty Lane

Production Company: Archer’s Mark

Production Manager: Tilly Gerrard

DOP: Joe Douglas

Editor: Alex Young 

Sound Design: Pindrop Ltd

Executive Producer: Mike Brett

Head of Production: Fiona Bamford-Phillips

 


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Archer's Mark, Mon, 02 Sep 2019 13:35:49 GMT