Upwork: Hey World by Duncan Channon
- Location:
At a time when the gig economy is booming and 57.3 million Americans (36% of the workforce) are freelancing, a new campaign from freelance site Upwork reaches out to world leaders.
In its new 'Hey World' campaign, Upwork playfully raises its hand to offer freelance help to time-strapped or resource-strapped pop culture figures, business icons, institutions and political leaders – among them President Trump, Dwayne 'The Rock' Johnson, Game of Thrones author George R.R. Martin, Equifax and Nasa. The campaign – which brings to life the idea that Upwork freelancers are ready to help get stuff done for people who get stuff done – is the first by Upwork’s new creative agency Duncan Channon.
The campaign will run January 16 through March 25 in New York, Chicago and San Francisco. The multi-million dollar integrated campaign includes out of home (OOH) and animated digital videos produced with Gentleman Scholar, as well as radio and station takeovers at the all-digital Fulton Center in Lower Manhattan and San Francisco’s Montgomery Street station.
The campaign launches at a time when freelance workforce growth is outpacing overall US workforce growth by three times since 2014 and companies of all sizes are rethinking the way they source talent. Nearly half (48%) of US companies today are using flexible teams, with over 20% of the Fortune 500 now using Upwork to find and hire freelance talent.
Credits
Client: Upwork
Rich Pearson — SVP, marketing
Shoshana Deutschkron — VP, communications and brand
Kevin Bechtel — Director, brand marketing
Jonathan Cofer — Executive creative director
Matt White — Senior interaction designer
Agency: Duncan Channon
Account
Andy Berkenfield — Director of strategy
Jamie Katz — Director of account management
Nick Gustafson — Account supervisor
Sydney McComas — Account manager
Creative
Michael Lemme — Creative director
Parker Channon — Creative director
Amanda Burger — Copywriter
Jessica Wyatt — Senior art director
Colleen Horne — Senior art director
Production
Keenan Hemje — Senior broadcast producer
Renée Jean — Senior art buyer & print producer
Eric Kozak — Senior digital producer
Scott Whipple — Studio designer
Emily Sarale — Associate producer
Media
Leslie Diard — Director of communications planning
Jason Tatterson — Associate communications planning director
Kurt Garvey — Communications planning supervisor
Caitlin Herrforth — Communications planning associate
Gentleman Scholar — Animation and illustration
One Union — Sound design and engineering
Gentleman Scholar — Animation and illustration
William Campbell & Will Johnson — Creative directors
Jo Arghiris — Executive producer
Tyler Locke — Head of production
Macauley Johnson — Art director
Kirsten Noll — Senior producer
Hana Yean — Lead designer
Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang & JP Rooney — Designers
Henry Pak — 2D animator
Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton & Ana Chang —Animators
Henry Pak — Compositor
One Union — Sound design and engineering
Matt Zipkin & Andy Greenberg — Audio engineer
Scout Music — Music
Avishay Goren, Yossi Cohen & Joseph Prather — Writers
