Employment Hero unveils rabbit mascot with first in-house creative campaign

Employment Hero has launched its first integrated campaign developed entirely in-house, embracing what it calls the “mascot renaissance movement” with a new brand character.

The HR platform is encouraging businesses to “hop on board” its Employment Operating System, a product designed to simplify and optimise every aspect employment management.

The brand’s in-house agency, Hero Collective, settled on a purple rabbit with a “disruptive, tongue-in-cheek” personality to sell the message.

The campaign — rolling out across Australia, New Zealand, and the UK — sees the brand-coloured rabbit armed with a leaf blower, helping employees “blow away” outdated HR processes and instead adopt the “speedy, agile, and efficient” Employment Operating System.

Tasman Page, marketing director at Employment Hero, said in a media release that the in-house team has been “essential” to the brand’s success.

“With a large marketing team of uniquely ambitious and innovative individuals, they’re not just executing campaigns, they are deeply immersed in our core mission and values. They understand our customers’ challenges, and most importantly, they care about our mission,” he said in the release.

“The Hero Collective has created this campaign from the ground up with an authentic, genuine understanding of what makes Employment Hero different.”

Hero Collective will oversee all of Employment Hero’s marketing efforts, including initiatives, webinars, integrated campaigns, and more. According to the brand, all activity is “strategically created” to engage, educate, and deliver measurable results.

“For Employment Hero, it means all marketing resources are used efficiently and for activities that directly scale the brand and add value to its users,” the brand said in the release.

The campaign will expand into more global markets later this year. It is currently live in Australia, New Zealand, and the UK across OOH, BVOD, radio, digital, and social channels.

Credits:

Employment Hero
Marketing Director: Tasman Page
Head of Marketing ANZ: Monica Hu
Brand Media Lead (APAC): Hannah Elsbury

Hero Collective
Global Head of Brand: Matt Poulier
Global Brand Lead: Sharon Ormes
Head of Creative & Design: Domenico De Rosa
Senior Creative: Andrew Cameron
Senior Creative: Simon Dall
Brand Design Lead: Hannah O’Mahony
Design: Juliana Bridi, Jessica Sneddon, Michelle Wong, Yllianna Maneze
Motion Design: Apattra Hongsuwong, Dominique Nava
Creative Services Manager: Stephanie Balchin
Senior Social Media Manager: Lara Munn
Video Production Manager: Bethanie Grozdanovski

Production
Director: Mitch Green
Producer: Jessica Ameduri
DOP: Louis C. Brandt
Camera Assist: Mikey Moshi
Sound Design: Smith & Western Sound
Online & VFX: White Chocolate

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