Upwork "Hey World" Ad Campaign - "Hey George RR Martin"
In this new campaign from award-winning ad agency Duncan Channon, Upwork playfully raises its hand to offer freelance help to time- or resource-strapped pop culture figures, business icons, institutions and political leaders. The integrated campaign includes OOH and animated digital videos produced with Gentleman Scholar (GS), radio, and also station takeovers in travel hubs across America.
"As a creative studio, we have a tendency to ebb and flow with every project we work on, so our familiarity with the freelance world made partnering with Duncan Channon and Upwork on this campaign an exciting opportunity for us," said Will Johnson, co-founder and creative director at GS.
"We poured ourselves into bringing each visual to life and allowed the tongue-in-cheek messaging of the scripts to influence our explorations of fun and engaging worlds, and catch the attention of hiring managers and leaders who need talent in a real and relatable way,” adds GS art director Macauley Johnson.
Project Name: Upwork Hey World Campaign "Hey Mr. President," "Hey NASA," "Hey George R.R. Martin," "Hey Equifax," "Hey The Rock," "Hey Elon Musk," "Hey Amazon," "Hey Comic Sans User," and "Hey Blockbuster"
Running Times: 8 x :16
Debut Date: Jan. 15, 2018
SVP, Marketing: Rich Pearson
VP, Communications and Brand: Shoshana Deutschkron
Director, Brand Marketing: Kevin Bechtel
Executive Creative Director: Jonathan Cofer
Senior Interaction Designer: Matt White
Agency: Duncan Channon
Director of Strategy: Andy Berkenfield
Director of Account Management: Jamie Katz
Account Supervisor: Nick Gustafson
Account Manager: Sydney McComas
Creative Directors: Parker Channon, Michael Lemme
Copywriter: Amanda Burger
Senior Art Directors: Colleen Horne, Jessica Wyatt
Senior Broadcast Producer: Keenan Hemje
Senior Art Buyer and Print Producer: Renee Jean
Senior Digital Producer: Eric Kozak
Studio Designer: Scott Whipple
Associate Producer: Emily Sarale
Director of Communications Planning: Leslie Diard
Associate Communications Planning Director: Jason Tatterson
Communications Planning Supervisor: Kurt Garvey
Communications Planning Associate: Caitlin Herrforth
Design and Animation: Gentleman Scholar
Creative Directors: William Campbell & Will Johnson
Executive Producer: Jo Arghiris
Head of Production: Tyler Locke
Art Director: Macauley Johnson
Senior Producer: Kirsten Noll
Lead Designer: Hana Eunjin Yean
Designers: Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang, JP Rooney
2D Animator: Henry Pak
Cel Animators: Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton, Ana Chang
Compositor: Henry Pak
Sound Design and Engineering: One Union
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