Generation
After years, Generation had earned a solid position in the market and the trust of its target audience. But to grow further, the positioning needed sharpening. The brand needed a strategy and a campaign built for where it wanted to go next, not just where it had already proven itself.
From talent to future makers
Generation guides young professionals in the infrastructure and spatial project management sector, combining professional growth personal development. But the government and public infrastructure sector is changing fast, and a new generation is ready to lead that change rather than just adapt to it.
We repositioned Generation around that shift: as the catalyst for training future makers in project management. People who challenge norms, bring in new perspectives, and drive change.
To carry that positioning, we simplified Generation's offering into one comprehensive traineeship program with multiple specializations, then built a campaign designed to resonate specifically with the environmentally conscious, ethically driven professionals of tomorrow.
Results
The campaign outperformed every expectation. Generation went from zero applications through its website to 500+ applications in the first year. That result proved the case for treating recruitment as a marketing discipline, and led directly to Generation building out a full in-house marketing team.
services
creative direction
brand strategy
rebranding
concept development
brand campaign
Client
Generation
Creative direction & strategy
Roos Bulder
Copywriter
Nora van den Heuvel
DOP & edit
Sem Dumont
Film direction
Roos Bulder
Website development
Studio Redefined
Film animation
Olivier Boeke
Graphic designer
Tijs Koelemeijer
Advertising specialist
Arjen de Mik
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