RUN THIS TOWN
ABOUT
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?
THE PROBLEM
Government jobs are just not it. Many New Yorkers didn’t seek government jobs due to the perception of these positions as inflexible, bureaucratic, overworked, low-paying – and simply just boring.
THE SOLUTION
The life of a New Yorker is anything but boring. It’s vibrant, prestigious, The Best of the Best. We needed to create the biggest, best, and most important recruitment opportunity for NYC government and change the perspective of what it means to be a New York Government employee.
AGENCY
BURSON
CLIENT
NYC Government
ROLE
Art Director
GCCO Fede Garcia
ECD Diego Bertagni
GCD Noel Tabora
CD Ashley Ruen
CW Clark Davis
PROD Sarah Kelly
D Jennifer Vandersteen
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.
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.
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.
