Generation
After years of groundwork, Generation has solidified its presence in the market and captured the hearts of its target audience. To push boundaries even further, optimization of their positioning was needed. So we revamped their strategy and introduced a fresh brand campaign.
From talent to future makers
Generation has long been the go-to brand for guiding young talent on their career journey in the infrastructure sector. Their unique approach not only fosters professional growth but also nurtures personal development through coaching and education.
However, the world is evolving rapidly, especially in government circles where change is crucial. And the new generation is ready to lead the change.
To drive the brand forward, we've repositioned Generation as the catalyst for training future makers in project management. These are individuals who challenge norms, welcome new perspectives, and pioneer change within their organizations.
To support this fresh direction, we simplified their products into one comprehensive traineeship program with various specializations. This new initiative was introduced through a campaign that resonated with the environmentally conscious and ethically driven professionals of tomorrow.
Results
The campaign exceeded all expectations. Generation went from zero applications on their website to a fully enrolled traineeship class within months. This success has encouraged them to transition the recruitment efforts into marketing and establish 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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