Nein? Doch! Job!_ campaign
Due to demographic change, the state of Saxony-Anhalt is facing a severe shortage of skilled labour. Migration to other federal states and an ageing population create a need to fill the existing gap in the local labour market with international expats.
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My advertising campaign "Nein? Doch! Job!" delivers answers to the mentioned issue.
The campaign was developed as part of my bachelor's thesis. With the support of visual communication the campaign wants to motivate international STEM master's students
to choose Saxony-Anhalt as their future home and workplace.
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'Nein? Doch! Job!' consists of analogue posters and social media posts in German and English.
The logo
The lettering ‘’Nein? Doch! Job!‘’ is inspired by the meme ‘’Nein! Doch! Ohhh!' from the French film
“ Hasch mich - ich bin der Mörder”. The dialogue is adapted to the work context and describes how two people react to a problem. While one person disagrees, the other takes advantage of the situation and responds with ‘Job!’.
The chosen dialogue reflects the reality of international STEM master's students who are looking for a
job in Germany. At the beginning of their career, they face obstacles that they have to overcome in order
to gain an advantage. The international master's students have to defend their skills and knowledge to improve their chances of getting a good job.
The posters
The LinkedIn campaign
About the bachelor thesis
Supervisor_ Prof. Alejandro Lecuna and Tristan Dornberger
Time_ 04 months
Media_ Adobe InDesign, Photoshop, Lightroom and Illustrator
Languages_ English and German
Mockups_ stock.adobe.com Marcel
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Design process of the whole bachelor thesis
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Campaign
Research with visual examples - analysing the content of the material (needs of the target group, economic context, etc.) - collecting concept ideas - defining visual elements of the campaign - designing the logo and name of the campaign - testing the first concept - designing prototypes (posters) - receiving feedback from the target group about the posters - improving them - 2nd round of feedback - expanding and improving the posters - preparing posters for printing - printing and hanging them up - photographing mock-ups - designing social media posts for LinkedIn
Documentation
Research - evaluation of the research - visual documentation of the research phase and the practical phase (concept, prototypes, feedback rounds, etc.) - designing the layout - proofreading - preparing for printing - printing - binding - finished!