JWT Hits the Street for Internet Career Builder

J. Walter Thompson aims to distinguish Internet career service thepavement.com from other sites with a debut campaign that focuses on its offerings rather than simply its name.
Tagged “Hit the world running,” the work taps into the target audience’s search for direction, said JWT Chicago account director Rahul Roy. College seniors and recent graduates are expected to be the main users. Launched this month, thepavement.com carries job listings and career-related advice, but also offers information on cars, apartment hunting and personal finance.