Hirect is a startup based in India. They were coming to the United States and wanted to build awareness within the startup community in San Francisco. Division of Labor works with startups like Hirect all the time to build awareness, drive website traffic and increase conversions. They were introduced to us through another one of our startup clients and a media partner. Problem was, we only had about 10 days to write, design, produce and execute the entire campaign, and we were about to close for Thanksgiving. But we got the call directly from one of Hirect’s co-founder’s Annie Zhang.

To get this done quickly, we condensed the strategic and creative timeline into just a few days. Clients knew they would have almost no time to overthink or be indecisive. Ideas were generated on airplanes, airport lounges and during breaks from family. We all worked into a central whiteboard and as quickly as ideas were written and approved internally, they were designed and executed.

One of the key’s was having a designer who was neither working for the company or directly for the agency. Division of Labor partnered with the media team at Brex and Vassil Vassilov acted as head of studio to build all comps to size in real-time ensuring we would not have to rebuild before posting. So essentially, comps were finished art.

Hirect allows startup founders to have direct SMS contact with potential job candidates so hiring can happen incredibly quickly. Conversely, the platform allows job candidates to have direct access to founders so there is no middle-person and talent talks directly to those hiring to cut out all the wasted time. So essentially, the speed of the hiring process was the strategy. Convey the newness and speed that allows startup founders and tech employees to connect directly, ike never before.

This was one of the biggest outdoor media buys in San Francisco in a long long time. I don’t know about “biggest ever” but that term was being thrown around a lot. We had hundreds of boards to fill. And by the time we got back from Thanksgiving, the campaign was launching. Clients were incredible in their ability to decide and react quickly to avoid delays. And doing it all during Thanksgiving meant a built-in excuse whenever we needed a break from family time!