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Recruiting Pencil

Recruiting Pencil | McKinsey & Company | Ruf Lanz
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Industry: Education
Media:Direct Market
Style: Minimalism
McKinsey & Company is a top management consultancy firm, which consults leading enterprises from all different fields. They offer graduates from many faulties interesting first jobs after their studies. The task was to communicate efficiently with the graduates and at the same time make a selection. Naturally not all graduates are suitable for a job at McKinsey and Company. Only the most ambitious people should be reached.


There are very restricted possibilities of advertising at Swiss universities. Therefore we looked for an unusual way of communicating and at the same time reaching as many people as possible. We found the solution in producing a pencil with an overly long rubber attached to it. On the pencil the message inscribed was: "We're looking for students who aren't satisfied with just any solution."
3000 pencils were produced and distributed at the universities throughout Switzerland.


The pencil became a much fancied product amongst the students. The pencil made it to transport the message of Mckinsey & Company to advertising-free zones like libraries, the auditoriums and the cantines. The result was that there were a lot more pageviews on than usual. The most important thing though was, that the quality of the people who applied to McKinsey & Company was better than it had been previously. Only the really ambitious ones applied which made the selection process more efficient.
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Account Supervisor:
Cannes Lions International Festival of Creativity 2005
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