Earth is Hiring
LinkedIn’s mission is to create economic opportunity for every member of the global workforce. But they can’t do that without supporting a thriving green economy. And when you have a green job, you’re not just working for a company. You’re working for the planet. So on Earth Day 2022, we created the ultimate job posting to let people know that Earth is hiring.
We worked with Californian environmental artist, Andres Amador, to design a large-scale installation in the sand to share Earth’s important message, and let people know about the thousands of green jobs available on LinkedIn. It was a proactive idea and we had only a few weeks to get it off the ground. In a short period of time, we sourced our artist, scouted locations for the perfect beach, and did a 1-day shoot on the Californian coast as Andres created his masterpiece. It was a truly sustainable piece of art that washed away with the tide, soon after completion.
The temporary activation caught the attention of beachgoers on the day but was also preserved and amplified through additional social content. While our hero video spread our main message, a short timelapse video engaged scrollers on the platform and an Instagram Story interview shared insight into our artist and LinkedIn member, Andres Amador’s, own green career.
The campaign ended up driving about 150,000 people to a LinkedIn Jobs page curated with green opportunities, raised awareness of LinkedIn’s role in contributing to a sustainable world, and received a ton of interest, engagement, and excitement from the LinkedIn community.
Copywriter: Eddie Paik
Creative Director: Tavia Holmes
Director: Ian Montgomery