The Greatest Recruit – A campaign developed for Liberty in North Korea

The Greatest Recruit – A recruitment campaign for the glorious leader: Kim Jong Un by Liberty in North Korea (LiNK)
A way to fill the thousands of vacancies left behind by the defectors.

Against nuclear programs, forced labour camps, and an infamous, brutal dictator, thousands of North Koreans escape. Their stories go primarily untold – a cause that people across the globe could affect. So, we needed a new way to break through all the noise coming out of North Korea – a way that flips the script and gets people talking about the North Korean refugee crisis.

So, we enlisted the glorious leader, Kim Jong-Un’s help. Kim Jong-Un took to major job search sites and announced unlimited job openings in North Korea that anyone in the world could apply for.
In case anyone doubted Kim, we populated his LinkedIn profile to include achievements like his sanctioned nuclear plants and child labour programs and a commercial for his recruitment campaign. Kim got on Twitter for his cabinet and hand-selected his picks – picks like Leonardo DiCaprio as the Minister of Environment. But, in the end, every applicant was redirected to a landing page for Liberty in North Korea, a non-profit aimed at helping North Korean refugees.

LinkedIn shut down the campaign after seven days. But, in those seven days, donations to LiNK were up 427%, with new visitors contributing 42% of the total. Over 50 news outlets picked up the story, further expanding our reach. Best of all, we did it with virtually no spent media.

Credits
Advertiser: LiNK (Liberty in North Korea)
Advertising Agency: Part Time Lab, New York, USA
Campaign: The Greatest Recruit
Creative Director: Tomic Lee
Art Directors: Myeongseok Cheon, Junggle Kim
Copywriters: Jared Powell, James Breakwell, Andrew Kim
Cinematographers: Pierre Pater, Pedro Torres, Diego Pernia, David Torres