Brief
Convince fresh graduates at the IAS Career Fair 2017 that
we are the agency they are looking for.
Insight
Fresh graduates interested in the advertising industry may be
unsure about what goes into every inspiring ad produced, and
what roles would be suitable for them.
Idea
We created “The McCann Tarot Card Reading Booth” – answering
their questions by giving them the Truth Well Told, in a quirky
and mysterious manner.
Results
A post-event survey showed that:
– 78% of attendees rated the McCann Worldgroup booth as their favourite
– 81% of attendees rated McCann Worldgroup as the agency that had the
people they wanted to work with the most
Each tarot card is illustrated and renamed after the roles and scenarios people face while working in advertising.
Role Cards
Scenario Cards
The McCann Tarot Gypsy picks three cards from the deck and unveils them one by one, predicting situations that the participant would encounter in their working life.
After every tarot reading, the participant gets a jar of McCann Voodoo Bears.
Creative Team
Creative Director – Alejandro Canciobello
Junior Art Director – Emily Mok, Tan Yuan Ling
Copywriter – Cody Liew
Production Manager – Omar Kassim