Jobs not Perks
This campaign, our winning entry for the Young Lions Germany competition in 2025, challenges the hollow perks of the modern workplace. Built on the "optical illusion" of a great job, it reveals the truth behind the promises—making viewers question if pizza parties are worth a pay gap, or if working from your holiday is a real benefit. It’s a concept that encourages people to look beyond superficial perks to find a job that genuinely works for them.
Date
April 2024
Team
Martin Keiptert & Michael Yousaf
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The Challenge
CREATE A PROVOCATIVE CAMPAIGN FOR STEPSTONE THAT CUTS THROUGH THE NOISE OF MODERN WORKPLACE PERKS. WHILE COMPANIES LURE TALENT WITH PROMISES OF FREE BREAKFAST, PIZZA PARTIES, AND FLEXIBLE WORK, THESE „BENEFITS“ OFTEN MASK DEEPER ISSUES LIKE PAY GAPS, TOXIC BOSSES, AND POOR WORK-LIFE BALANCE. WE NEEDED TO MAKE JOB SEEKERS QUESTION THE TRUE VALUE OF THESE PERKS AND SEE THE ILLUSION OF A „COOL“ JOB FOR WHAT IT OFTEN IS.
The Solution
INSTEAD OF LISTING WHAT MAKES A GOOD JOB, WE EXPOSED THE DOWNSIDE OF THE BAD ONES. WE CREATED A SERIES OF VISUALS THAT PRESENT A POPULAR PERK AND THEN IMMEDIATELY UNDERMINE IT WITH A PAINFUL TRUTH. EVERY EXECUTION HIGHLIGHTS THIS CONTRADICTION, BY USING DOUBLE MEANING VISUALS. THE CAMPAIGN ACTS AS A REALITY CHECK, PROVING THAT A GREAT JOB ISN’T ABOUT SUPERFICIAL PERKS, BUT ABOUT FINDING WORK THAT TRULY WORKS FOR YOU.