The Lectiva.com Campaign Promotes Improved CVs
Meghan Young — March 27, 2012 — Marketing
References: ddb & ibelieveinadv
In this day and age when jobs are still far and few in between, the Lectiva.com campaign offers a lifeline that is hard to ignore. It encourages people to "make [their] CV stronger," as stated in the tag line, by using Lectiva's services and resources. That way, they can easily eliminate their competition.
The Lectiva.com campaign was created by DDB's Barcelona, Spain office. In the ad, people's resumes have been personified to represent either their strengths or weaknesses. One rises above the rest, effectively drowning, shredding, cutting and impaling the competition. These images help people envision themselves doing just that with their improved CVs.
Art directed by Aldo Ferretto, the Lectiva.com campaign was photographed by Raúl Ortega with production by Joan Gamper.
The Lectiva.com campaign was created by DDB's Barcelona, Spain office. In the ad, people's resumes have been personified to represent either their strengths or weaknesses. One rises above the rest, effectively drowning, shredding, cutting and impaling the competition. These images help people envision themselves doing just that with their improved CVs.
Art directed by Aldo Ferretto, the Lectiva.com campaign was photographed by Raúl Ortega with production by Joan Gamper.
Trend Themes
1. Improved Cvs - The trend of promoting improved CVs through campaigns like Lectiva.com offers opportunities for disruptive innovation in resume-building services.
2. Job Competition - The trend of highlighting job competition and the need to stand out in the job market creates opportunities for disruptive innovation in career development and job-seeking strategies.
3. Personification of Resumes - The trend of personifying resumes in advertising campaigns, as seen in Lectiva.com, presents opportunities for disruptive innovation in creative and engaging job application materials.
Industry Implications
1. Online Learning - The online learning industry can tap into the trend of promoting improved CVs by offering specialized courses and resources to help individuals enhance their job prospects.
2. Career Services - The career services industry can leverage the trend of job competition by providing innovative tools and strategies for job seekers to differentiate themselves in the market.
3. Creative Advertising - The creative advertising industry can explore the trend of personifying resumes to create unique and attention-grabbing campaigns for clients in various sectors.
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