Help TK Truckbody Canada new hire campaign

TK Truckbody Canada

We are an industry leading manufacturer of heavy duty service bodies for mobile technicians and welders. We pride ourselves on cultivating a superior working environment offering many benefits including; a clean and safe working environment, 4 day work weeks/3 day long weekends, RSP matching, competitive benefits package, team working environment, apprenticeship from day 1 and bonuses.

Objective:
We are looking to attract “the modern welder” who values a full-time stable lifestyle in the city of Edmonton where they can be home every evening for dinner, enjoy 3 day weekends with their friends and family, and a clean/safe work environment. In Alberta it is typical for welders to work out of town in the oil field, where they make more money, but they also sacrifice a lifestyle, staying in camps and sacrificing family life, stability, safety, comfort etc.

Audience:
Candidates between 18-25 looking to apprentice in welding.

Considerations:
With many journeymen welders chasing high paying temporary work in the oil field, staying in camps and away from home; we would like to emphasize the benefits of having a “life” and enjoying the stability of working at a permanent site, immediate apprenticeship training, the camaraderie of a team environment, benefits, 3 day weekends and all of the perks of living within the city; i.e. camping on weekends, home for dinner every night, festivals, restaurants, fishing, ATVing.

The ideal audience will be that 18-25 group whom we would like to build a rapport with with, and form a long term relationship. A broader demographic would encompass 18-35 with the 25-34 being gainfully employed, likely with a young family and that they are entertaining change in their work pattern due to the time and distance from their family.

Deliverables:
We are looking for creative for a multi-layered outdoor advertising campaign. We are looking for multiple comps covering off a few of the differentiating touch points mentioned above.

Measuring success:
A successful comp would be easily digestible to garner a quality impression by the viewing audience within 3-5 seconds of viewing

Colors:
Please see attached logo and images to help formulate a palate for our campaign

Type of creative:
Something that will really drive home the point of our differentiating values mentioned above vs working part time projects and living out of camps.

***Please review the creative guidelines attached!!