KB&P Boots Up Ads

The first work from Kirshenbaum Bond & Partners for FreeAgent.com portrays freelancers as revolutionaries who have escaped corporate life’s shackles.
The ads, which break in December magazines such as Fast Company and Wired, depict offices as uninspiring sites, with FreeAgent as the alternative. The tagline reads, “For a brave new work force.”
The goal of the ads is to capture freelancers’ “lack of enthusiasm for the decaying corporate life,” explained Bill
Oberlander, ecd at KB&P here.
One ad shows a freshly dug hole inside a cubicle. In another, a “rope” of ties is strung out of a window. A third shows a knotted rope leading to an opening in the ceiling; an empty seat at a board table lies below.
FreeAgent lets freelancers post rƒsumƒs, enroll in health plans and get invoicing help. Employers can post specifications for various projects, said Allen Berger, svp and general manager at the New York client.
The ads, to be backed by $20-25 million over the next year, also include business-targeted print work showing Ripley’s Believe It or Not photos, and radio spots with copy, such as “If you’ve ever sung ‘Kumbaya’ at a company picnic, then you’re not a FreeAgent.” TV, in development, may launch in late January. An idea being considered is a mockumentary on a corporate worker’s life.
Berger said the ads are “celebratory.” As for freelancers, he said: “Most of them are out there because they want to do this and they feel like they’re leading a revolution.”
The ads were shot at offices in New York and New Jersey, using some real-life employees. The ads’ photographer was Melodie McDaniel, who has done print and TV work for Wieden & Kennedy (Miller Genuine Draft, Nike). Stuart D’Rozario was cd; Tom Christmann, copywriter; and Josh Kilmer-Purcell, art director.
KB&P landed the integrated account in June, after a brief review. Parent company Opus360 Corp. considered three other undisclosed agencies, with total billings between $100 million and $300 million, said Berger. K