Nissan Manufacturing
Awareness campaign for a large recruitment drive.
Nissan launched a recruitment drive to attract additional manufacturing staff ahead of a new car launch. Timed to go live in January, the campaign aimed to capitalise on people actively looking for a new role.
The campaign was informed by research from an earlier Nissan project that showed salary was not a key driver for candidates considering a role change. Instead, they were more motivated by the overall work experience and how well a role supported their needs.
The campaign focused on communicating both practical benefits, such as gym membership and medical benefits, and softer ones, including company clubs.
Following a collaborative brainstorming exercise with the team, I proposed the initial concept and tagline “New Year, New Career”, which later evolved into the final campaign message “New Year, New Me, New Career”. This positioned the opportunity as a positive life change rather than a simple job move.
To gain stakeholder buy-in, I created a set of temporary concept designs using stock imagery and rough layouts. After receiving positive feedback, I moved into production, beginning with a photoshoot aligned to the campaign concept.
Once this was complete, I brought together the creative across all outputs, ensuring consistency. A key challenge was working within Nissan’s strict and visually dated brand guidelines, while also creating a campaign that felt modern and engaging.
The final campaign was delivered across multiple channels, including print advertising, video animations, social media assets and Google ads, ensuring a consistent experience across both digital and print touchpoints.
The campaign successfully repositioned Nissan roles as an opportunity for meaningful career change rather than simply a new role. Stakeholders responded positively and liked the focus of the campaign on lifestyle over salary.
The campaign saw more applications for roles and successfully filled all positions needed in time for the new car launch.
The project reinforced trust in my relationship with Nissan and demonstrated the benefits of a user first approach in recruitment.
