Underchallenged instead of encouraged

 
Stellenanzeiger Wirz shows Alpha.ch how even underachievers can put their talents to better use. 
Challenged enough at work or already a candidate for Alpha? A wide-ranging survey of Swiss executives at the beginning of 2007 revealed an interesting fact: by far the most frequently cited reason for dissatisfaction in the workplace is a lack of challenge. For Wirz and Alpha, the No. 1 Swiss platform for management jobs on the Internet, this result became the hook for their advertising. They didn't want to work with the status arrogance so often seen in communication in this segment, nor did they want to dramatize the status symbols that were once considered cool but are now outdated.
The solution to this advertising balancing act, in which the ads have to be tough enough to entice people away but still remain nice to the bosses placing the ads, was sought in the realm of intelligent humor. The subjects are based on the realization that ambitious people in unsatisfactory work situations do not simply surrender to office sleep, but live out their ambition in a different way.
The campaign was conceived by CD Thomas Kurzmeyer and AD Andrea Reinhart, implemented in two TV commercials with Markenfilm Schweiz and director Andreas Hoffmann as well as in three print motifs with Dutch photographer Arthur Mebius. Incidentally, the backdrop for the modern office in the glass house was not the imposing Wirz building, but PricewaterhouseCoopers in Oerlikon.
Andreas Panzeri