Not your regular recruitment campaign
Reaching new heights
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Arbesko
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Reaching new heights 🥾 Arbesko 🥾
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Objective:
Attract talent and shift industry perception. -
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Contributions:
Concept development, art direction and copywriting. -
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Results:
Omni-channel campaign of 20 ads, 5 formats & 10 organic posts.
Concept
Arbesko has been a staple in safety footwear for over a century. But as competition grew, their position started to blur. They were gearing up for change – and wanted the world (and the job market) to know it.
The brief was clear: show that something new is coming. The first step? Building the team that would make it happen.
Execution
I approached the project with two key insights:
1) Getting applicants wouldn’t be the hard part
So rather than push applications, I focused on creating a statement. One that said: “Arbesko is levelling up – and we want you on this journey with us.” If that message was clear, people wouldn’t need a big ‘Apply now’ button.
2) It was crucial to differentiate this campaign.
Making it both visually and thematically different from anything the company has previously done. After all, this was the New Arbesko.
The slogan
Having a good slogan is crucial to having a statement driven campaign. After all no design in the world can help you, if you have nothing to say.
Ta klivet med oss felt almost too obvious – until it didn’t. It had everything: momentum, clarity, and just enough pun-power for a shoe brand taking a big step.
The typography
To signal a shift, I moved away from Arbesko’s usual heavy typeface. I introduced a handwritten logo lockup – adding personality and urgency. It echoed the visual language of protest signs, reinforcing the campaign as a statement.
Supporting typography came from the brand’s secondary font, Gilroy – a softer, more human contrast that helped balance the tone.
The imagery
Visually, we started by going big. Spitballing with my colleague, he proposed the bold concept. An oversized version of Arbesko’s most iconic model became the hero – a striking metaphor for the brand’s renewed ambition.
To balance the boldness, I leaned into the familiar – expanding the campaign with more typical Arbesko imagery. These visuals helped maintain the connection to the brand’s legacy, even while signalling something new.
Result
With 20 ads across 5 formats and over 10 organic posts – from product spotlights to employee stories – the campaign made a strong and consistent impact across channels.
✅ 5 out of 5 roles filled – all by senior-level candidates
✅ Heavy traffic to the campaign landing page
✅ Coverage in local press