Focus on recruitment

Haven van Antwerpen

Port of Antwerp campaign wins Triple A Award

The latest recruitment campaign from the Port of Antwerp has been crowned with a Triple A Award. The prize is an initiative of the students of an Antwerp high school and celebrates the most creative advertising campaign of the previous year.

Objective

The Port of Antwerp was not sufficiently well-known as an employer. It therefore wanted to highlight its assets in order to attract candidates interested in a working environment that is in a constant state of development.

Approach

The campaign addressed a very large target group - from university graduates to technical and executive staff. Although each target group had a specific theme, the baseline remained common: "Maak het mee in de haven.” (Gain experience in the docks.).

The purely typographical approach was very direct.
The campaign was a play on words with allusions to the terminology in use in the port. As well as traditional advertisements, the messages appeared in surprising and even alternative channels.