RUN THIS TOWN
NYC: The City That Runs on You 🗽🏙️🍎
NYC was facing a job crisis with an urgent need to fill thousands of open government jobs. But with so many job openings and unemployment on the rise, why was NYC struggling to fill these roles?
Let’s be real…government jobs are just not “it”. To your average New Yorker, city work felt like a life sentence of bureaucracy, low pay, and total boredom. These roles just didn’t fit the vibe.
We all know the life of a New Yorker is anything but boring. It’s vibrant, fast-paced, and iconic. We needed a total rebrand to show people that working for NYC is just as vibrant as living in it.
OOH
Each borough had its own Run This Town billboard along with wild postings.
EARNED EXTENTIONS
To show New Yorkers that they can put their own unique stamp on their city, we want to celebrate what makes New York great and show its citizens that some of the best jobs in the city are for the city itself.
And who better to deliver this message of empowerment than the one who ignited the energy behind these words. Jay Z is the living embodiment of the New York Spirit. When he speaks, New York listens.
MAYOR’S PRESS CONFERENCE
We will invite Jay Z to the Mayoral Press Conference at our Run This Town launch to give a few words of encouragement as a call to action for all New Yorkers to apply for positions and help RUN THIS TOWN.
AUTOGRAPHED OFFER LETTER
Successful candidates will receive an offer letter written and signed by Jay-Z, along with a selected few receiving a video offer letter from Hov.
SOCIAL
In addition to our Run This Town Hero video, our campaign extended to social with three authentic street-style recruitment spots highlighting government jobs throughout the city. We wanted to show our NYC government employees in their element, with each talent sharing aspects of their job and challenging the viewer to step up to the plate to run this town.
CASE STUDY
Our campaign for overdelivered audience goals by 130% with 17.5MM in delivered impressions.
A GOOD KAWS TO RUN THIS TOWN
NYC Gov will team up with KAWS (Brian Donnelly) for one of our major billboard placements, enlisting him to design the last word of the Run This Town lockup.
AGENCY BURSON
CLIENT NYC Government
ART DIRECTOR Bre Jacobs
COPYWRITER Clark Davis
GCCO Fede Garcia
ECD Diego Bertagni
GCD Noel Tabora
CD Ashley Ruen
PRODUCER Sarah Kelly
DESIGNER Jennifer Vandersteen
PRODUCTION Dangerworks