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Upwork's Freelancer-Focused 'Hey World' Campaign Targets Time-Strapped Employers

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Campaign created by Duncan Channon, taps pop culture and current events to show the value freelancers can bring to businesses

Upwork's Freelancer-Focused 'Hey World' Campaign Targets Time-Strapped Employers

In its new “Hey World” campaign, Upwork playfully raises its hand to offer freelance help to time-strapped or resource-strapped pop culture figures, business icons, institutions and political leaders - among them President Trump, Dwayne “The Rock” Johnson, Game of Thrones author George R.R. Martin, Equifax and NASA.

The campaign taps pop culture and current events to bring to life how companies can leverage the creativity and expertise of freelancers to ‘get stuff done.’

The campaign is the first work for the brand by Upwork’s new creative agency Duncan Channon, a 2016 and 2017 Ad Age Small Agency of the Year, West. 

The multi-million dollar integrated campaign launches today Jan 16 and includes OOH and animated digital videos produced with Gentleman Scholar, as well as radio and station takeovers at the all-digital Fulton Center in Lower Manhattan and San Francisco’s Montgomery Street station.

The campaign launches at a time when freelance workforce growth is outpacing overall U.S. workforce growth by 3x since 2014 and companies of all sizes are rethinking the way they source talent. Nearly half (48%) of U.S. companies today are using flexible teams, with over 20% of the Fortune 500 now using Upwork to find and hire freelance talent.

 Rich Pearson, SVP of marketing, Upwork stated:

“Digital technology is revolutionising the way work gets done. Many of the most talented members of the workforce prefer not to be tied to one company,” said Rich Pearson, SVP of Marketing at Upwork. “Forward-thinking companies are turning to freelancers to access the diverse skills needed to innovate and grow. We’re excited to work with Duncan Channon to launch this new campaign to help bring to the light the expertise and scale freelancers deliver to businesses today.”

Michael Lemme, chief creative officer, Duncan Channon said:

“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” said Michael Lemme, chief creative officer, Duncan Channon. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”

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Advertiser: Upwork

Creative Director: Jonathan Cofer (Executive)

VP, National Brand Leader: Shoshana Deutschkron (Communications and Brand)

VP of Marketing: Rich Pearson (Senior)

Brand Director: Kevin Bechtel (Marketing)

Print / OOH

Art Buyer: Renée Jean


Audio Post Production: One Union

Music Production: Scout Music

Song: Avishay Goren, Yossi Cohen & Joseph Prather — Writers

Sound Engineer: Matt Zipkin & Andy Greenberg

Creative Agency

Account Supervisor: Nick Gustafson

Client Supervisor: Kurt Garvey — Communications planning supervisor

Communications Planner: Jason Tatterson (Associate)

Copywriter: Amanda Burger

Creative Agency: Duncan Channon

Digital Designer: Matt White (Interaction)

Director of Communications Strategy: Leslie Diard —

Director of Strategy: Andy Berkenfield

Production Assistant: Emily Sarale

Senior Art Director: Jessica Wyatt, Colleen Horne

Senior Digital Producer: Eric Kozak

Studio Designer: Scott Whipple


2D Animator: Henry Pak

Animation Company: Gentleman Scholar

Animators: Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton & Ana Chang

Art Director: Macauley Johnson

Compositors: Henry Pak

Creative Director: William Campbell & Will Johnson

Designer: Hana Yean (Lead)

Designers: Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang & JP Rooney

Executive Producer: Jo Arghiris

Producer: Tyler Locke (head of Production)

Producers: Kirsten Noll (Senior)

Genres: People, Comedy

Categories: Recruitment, Business Services

Duncan Channon, Tue, 16 Jan 2018 11:14:06 GMT