SEA THE DIFFERENCE

INTEGRATED RECRUITMENT CAMPAIGN

THE CHALLENGE: Maritime careers face deep-rooted misconceptions - viewed as a sunset industry, purely sea-based, demanding long hours, requiring niche skills, and male-dominated. We needed to shift youth perceptions and showcase the industry's true potential and impact on their future careers.

THE APPROACH: Instead of traditional recruitment campaign tactics, we chose to debunk industry myths through engaging storytelling formats. Moving away from conventional manifesto-driven TVCs, we developed content that would resonate naturally with youth, ensuring authentic message delivery whilst highlighting the industry's diverse opportunities.

MY ROLE: Creating "Sea The Difference" was about more than just clever wordplay - it was about changing mindsets. I wanted to flip the script on traditional recruitment campaigns, so I drew inspiration from an unlikely source: matchmaking shows. The parallel was perfect - just as everyone has a perfect match, there's a maritime role for every talent and interest. It was thrilling to see how this concept evolved into our web series, supported by street interviews and infotainment content that brought maritime careers to life in an engaging way.