Upwork had an awareness problem. The freelancing platform had been around since 2013, but it didn’t have wide recognition in the industry. Along came agency Alto with a creative idea based on the fact that the old ways of working were dead, using a zombified CEO to drive home the point.
“This Is How We Work Now” features the dead CEO, Jack, singing about how his ways shouldn’t be the ways of the future. The epic ad, and its many iterations, jacked up awareness of the company. In the six months following the campaign’s launch in September 2022, unaided awareness grew more than 30%, with unaided awareness among large businesses increasing by more than 140%.
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This story first appeared in the June 2023 issue of Adweek magazine. Click here to subscribe.
This story first appeared in the June 2023 issue of Adweek magazine. Click here to subscribe.
