November 02, 2008Filed under Media and Other

The objective was to drive traffic to the MyCareer Salary Centre, a salary resource containing data such as salary ranges and trends by industry and by region. It enables people to see what others are earning and determine if they¹re being paid what they're worth.

We created an exact replica of an unopened payslip, right down to the flimsy stock and perforated edges. It was inserted into magazines - as though it were a mistake - and distributed accordingly. We knew that most people would open it because they couldn't help themselves.

Advertising Agency:DDB Group Melbourne, Australia
Creative Director:Michael Faudet
Art Director:James Barkley
Copywriter:Justine Gaitz, Callum Fitzhardinge
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