With a wink and a touch of self-irony, the Lufthansa Group is tackling the labour shortage with a new recruitment campaign created by thjnk and loved.
The Lufthansa Group surprises with more than 300 job profiles, many of which - such as logistics, IT or engineering - are not usually associated with the company. The new headline campaign expresses this diversity in a fresh and contemporary tone.
In this first campaign by thjnk and loved for the Lufthansa Group, the campaign motifs deliberately avoid the typical advertising clichés of happy employees and idealised teamwork phrases.
The headlines tap into our childhood dreams, entice us with the prospect of a job that connects people around the world, or play with common aviation stereotypes. All are entertaining, upbeat and relaxed in tone - just like the Lufthansa Group itself.
Examples:
"Join us and you'll take of again in no time".
"If you think of glue when you think of aeroplanes, you've come to the right place. Soldering is great too. So is wrenching."
"When it comes to choosing a career, listen more to your 5-year-old self."
Lena Kremer, Head of Employer Branding & HR Marketing at Lufthansa Group, says: "With the tone of our new headline campaign, we want to show that the Lufthansa Group is much more than you might expect at first glance. It reflects the diversity of our company - from the different business segments to the wide range of entry opportunities. This campaign deliberately breaks with the traditional image and shows how diverse and forward-looking the Lufthansa Group really is."
Ludwig Blaumer, creative director at thjnk, adds: "As a major employer brand, you can write a lot about accessibility and equal communication. Or you can simply demonstrate both: with a fresh, relaxed tone that doesn't take itself too seriously."
The campaign appears in out-of-home placements, on construction fences, in special locations at airports, in Sunday editions, on Edgar cards, in online display formats, and on social media.