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Think Inside The Box

Think Inside The Box | Lockheed Martin | McCann Erickson
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basics
Industry: Media & Publishing
Media:Design & Branding
Style: Minimalism
descriptioncnen
Background

Lockheed Martin has been involved in virtually every American space mission since the early days of NASA. Yet, most people only know them as a defense contractor. As part of a full-scale rebranding of their space business, Lockheed Martin needed to establish itself as a major influence in aerospace and, in doing so, attract the top engineering talent from across the country.

To find the rising stars of the aerospace industry and recruit them to work at Lockheed Martin, the brand had to be repositioned as a place where the most gifted students and engineers can contribute to humanity’s next giant leaps in deep space. It’s not just a job; it’s a calling from the universe. The budget for the campaign was $700k, and since launch the box has travel to events in California, Texas and Maryland.

Describe the creative idea (40% of vote)

To unlock the possibilities of the universe, Lockheed Martin Space must recruit the top engineering talent. But that kind of talent is sought after by countless other companies, and the brand needed to gain an edge in the recruitment space race. So, we went to the top engineering universities and gave students something a bit more challenging than a job application: a box. But not just any box. A 14-ft tall puzzle box that can only be unlocked if you’re able to solve one the toughest real-world engineering problems.

Those who were skilled enough to unlock the box opened up a universe of opportunities. Once inside, they discovered a 360-degree audiovisual journey through the stars. And those who answered the hardest problem received a job offer to work for Lockheed Martin - where they can continue to unlock the possibilities of space, as well as opportunities for their careers.

Describe the execution (40% of vote)

Before students could take on the challenge, we had our own puzzle to solve: how to fit the universe in a box. When students open the door, we wanted them to feel as though they were stepping in to an infinite space and traveling across the cosmos. This effect was achieved through a series of angled mirrors and a massive digital screen. The screen was mounted on the ceiling where it projected the animated content, which reflected off the mirrors and gave the sense of a never-ending space.

Over several months of prototyping, we used small-scale models to test the interior content before moving on to the full-sized box. The exterior was designed to be as mind-blowing as the interior. Taking cues from certain monolithic sci-fi icons, the reflective black surface was chosen to capture surrounding lights in a way that mimics the stars in the night’s sky.

List the results (20% of vote)

Continuing on to key campuses and recruiting events across the country, there have been over 4000 attempts to unlock the box. 486 students have unlocked the box by solving one of the four problems, and 6 remarkable students have won jobs by answering the nearly impossible problem. And this is exactly what the box was designed to do: to identify the absolute best and brightest prospects. On average, students spent 8 hours solving the hardest equations, which is 30X longer than the average time of engagement for similar events. This gave Lockheed Martin the opportunity to connect with thousands of qualified candidates at each location, not just the six students who went on to win jobs.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Design
UX, UI & Journey Design
Cannes Lions International Festival of Creativity 2019
Shortlist Design
Spatial & Sculptural Exhibitions and Experiences
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