HR Trends 2030 (Unmind)
CampaignCreative Lead, Creative Positioning, Visual Identity: Steffan Aune Håpnes
Creative Designer: Adam Hutchinson
Motion Design: Oded Shein
Sound Design: Franky Redente
Creative Producer: Ana Guy
Copywriter: Rosemary Evelegh
Content Director: Elliott King
Context
When times change, the needs of people change.
From now until the end of the decade, we’re in a period of revolution for the HR industry. What has defined success in the past can’t be relied upon today.
Utilising research, thought-leaders and industry experts, we needed to bring forth the most important factors in redefining people-people. We needed to find a way to present the most crucial trends to stay ahead of to futureproof an HR-professional’s career.
Problem
Every competitor is in one way or another presenting their Trends prognosis for the next year, despite Unmind being scientifically backed, the landscape quickly becomes saturated. We needed to find a way to differentiate, engage and delight.
Solution
We had 3 main HR trends we needed to expand upon. The headlines were ‘AI makes us more human’, ‘The CHRO evolves’ and ‘Gen A enter the workplace’.
The zeitgeist of the time was all about AI – we leaned into it and combined it with some core truths about our audience – one of which is that they all had a strong connection to both the 80’s.
As we’re presenting the trends we decided to use AI to generate newscasters from the era and creating a whole look and feel that can only be defined as ‘Nostalgiacore’. An aesthetic involving nostalgia and archived history.
The final deliveries consisted of a handbook, social and CRM campaigns, webinars and other B2B engagements that help draw in, incentivise, activate comms and generally build appeal with prospects and existing clients.
The zeitgeist of the time was all about AI – we leaned into it and combined it with some core truths about our audience – one of which is that they all had a strong connection to both the 80’s.
As we’re presenting the trends we decided to use AI to generate newscasters from the era and creating a whole look and feel that can only be defined as ‘Nostalgiacore’. An aesthetic involving nostalgia and archived history.
The final deliveries consisted of a handbook, social and CRM campaigns, webinars and other B2B engagements that help draw in, incentivise, activate comms and generally build appeal with prospects and existing clients.
My Role
It takes a village to tow a project of this magnitude over the finish line – the creative process is a democratic process where everyone chips in and gives feedback where necessary.
As the Creative Lead I was leading and managing the team through the creative process – we designed a radically differentiated creative positioning that removed any chance of direct competition within the mental health and wellbeing space.
I crafted the creative and visual positioning with the team to amplify and complement the creative positioning. As part of this development, I designed the visual identity, made a bespoke headline font and crafted the ideas-led AI image renderings.
Impact
Performance
1m+ online impressions.
79% landing page conversion rate on page (8 months in).
Smashing yearly influenced pipe targets with 50% after 8 months.
Longevity
By design, crafted a repeatable and profitable campaign that can last until 2030 – opening up months of bandwidth for the Creative team to focus on other revenue-driving opportunities.
Links
Download the handbook here for a closer look
Above: Trailer of the campaign.
Above: Example of one video explaining one of the trends.
Download the handbook here for a closer look
Above: Snapshots of the handbook.
Above: The font.