F***king in the Workplace
In the advertising industry, diversity is a key point in the hiring process, but the systemic problem that has yet to be solved is the inclusion of a wide range of viewpoints in everyday operations. We will empower diverse people in the advertising industry by starting a conversation about how “culture fit” might be excluding minority voices.
It was an intern project at Droga5.
#1 the big Tease
We’ll create a big tease to grab people’s attention and put it on the company’s website, social media, press media, and digital billboards around the compan.
We’ll even turn our company’s flag into the teaser, too.
#2 SO MANY QUESTIONS
We’ll leverage the attention from F***ing in the Workplace to ask pointed questions about the nature of cultural fit.
The questions will be asked at the company’s social media, website, and the office walls.
#3 IN PLAIN SIGHT
We’ll take responses to the questions and turn them into objects and experiences that put the darker parts of culture fit in plain sight.
F***ing In The Workplace is complicated. So it deserves its own book. It will include the questions and responses, as well as longer form stories and essays from writers like Zadie Smith and Viet Thanh Nguyen.
We’ll buy up every single one of the jet bridges at the Nice Côte d'Azur airport during the week of Cannes. During the first days of the festival, they’ll be covered with our questions. And during the last days of the festival, they’ll be covered with responses.
All of these executions bring us back to the main point of this campaign - to start a conversation about how culture fit can exclude others - something that is complicated and emotionally charged. Something that requires people to be a little uncomfortable and self-reflect on their own difficulties, or lack thereof.
Sarah Garman Group Mentor
Ha Jung Song Art Direction
Molly Klein Communications Strategy
Andres Riveros Film Production
Avery Wright Account Management
Kevin Ma Data Strategy
Ben Grube Group Mentor
Lars Johnson Copywriting
Alex Rakestraw Brand Strategy
Hannah Ades Interactive Production
Jenny Anderson Account Management
Laurie Pham Experience Design