Upwork releases campaign mocking the old ways of working
Freelancing platform Upwork released a new campaign that blatantly mocks companies that stick to the old ways of doing business.
Made by creative agency Alto, the two-minute musical features a dead CEO named Jack that was resurrected as his company’s current executives debate how he would have done business.
He tells them not to worry about what he would have said, adding that the “old ways” were all made up back then, so they should also make up new and better ways of working.
The TV spot is intended to reinforce Upwork’s brand belief that “work should free human potential instead of limit it.”
Upwork Chief Marketing Officer Melissa Waters said, “We are in the midst of a ‘work awakening,’ where people around the world are innovating their careers and exploring new ways of working.”
She added that the campaign “ exposes the antiquated rules of work as dead and naturally meets the moment alongside the businesses and professionals redefining work as we know it.”
Meanwhile, Alto Founder and CCO Hannes Ciatti noted that the real insight behind the project is that “the old ways of working were entirely made up. So why don’t we, as individuals, make up something better?”
“This campaign is making this point to the world for the first time, at least in terms of musicals with a dead person on the subject,” added Ciatti.
