Upwork: advert-body-2 by Duncan Channon
- Location:
The campaign for Upwork, titled 'This is Happening,' has fun with an experience familiar to us in corporate America: the “oh shit, how am I going to get this done?” moment when an ambitious goal or project lands on our desk.
In a colorful, quirky world that’s hip to Upwork’s freelance platform, managers in three TV spots transform this fleeting anxiety into the thrill of making things happen - thanks, of course, to skilled freelancers easily found on Upwork. The creative aims to raise awareness of the ability to hire freelancers online as Upwork seeks to disrupt traditional hiring models that can be too slow for the modern pace of business.
The campaign launches at a time when the 56-million-person freelance workforce is contributing a record number of hours to the American economy – 1bn hours weekly. Corporate interest in sourcing top freelance talent online is also growing. 30% of the Fortune 500 now use Upwork, up 10% since the 'Hey World' campaign launched in January 2018. McKinsey Global Institute predicts that by 2025, talent platforms could add $2.7tn, or nearly 2%, to global Gross Domestic Product. As the way work gets done evolves, 'This is Happening' humorously reminds companies that skilled freelance talent is just a few clicks away from helping them solve their business challenges.
The campaign, which includes TV and radio, launches in New York, San Francisco, Chicago, Los Angeles and Seattle. Upwork’s AOR Duncan Channon handled creative and media buying.
Credits
Client: Upwork
Rich Pearson – Senior vice president, marketing
Shoshana Deutschkron – Vice president of communications and brand
Kevin Bechtel – Director of brand marketing
Jonathan Cofer – Executive creative director
Agency: Duncan Channon
Account
Jamie Katz – Director of account management
Nick Gustafson – Account director
Sydney McComas – Senior account manager
Mary Beth Carroll – Associate account manager
Communications
Leslie Diard – Director of communications planning
Emily McCormick – Associate director, communications planning
Kurt Garvey – Communications planning supervisor
Steven Jackson – Communications planner
Olivia Alley – Communications planning associate
Creative
Michael Lemme – Creative director
Steve Couture – Art director
Rick Herrera – Copywriter
Production
Keenan Hemje – Senior broadcast producer
Rita Channon – Senior broadcast producer
Rosheila Robles – Senior project manager
Emily Sarale – Associate producer
Strategy
Kelleen Peckham – Strategy director
Production partners
B-Reel Films: production
Magnus Härdner – Director
David Wolfson – Producer
Simon Rudholm – Director of photography
Victoria Resendez – Production designer
Amy Tran – Stylist
Garrett Freberg – 1st AD
Pelle Nilsson – Global CEO
Michael McQuhae – Managing director / EP
Cut + Run SF: Editorial
Pete Koob – Editor
Stefan Manz – Assistant editor
Deanne Mehling – Executive producer
Jess Manning – Producer
Tom Yaniv – GFX
Jogger Studios – Online
Matt Trivan – Flame artist
Company 3 LA – Telecine
Dave Hussey – Colorist
Gabriel Wakeman – Color producer
Purple Moons appears courtesy of Marmoset Music – Music
Squeak E Clean – Sound design
One Union – Final mix
Andy Greenberg – Senior engineer
Jaylen Smith – Executive producer