The Power of Hard Work

An employer-branding campaign for Casella.

AGENCY: BUILDWITT

ROLE: CREATIVE DIRECTOR

TEAM: SR COPYWRITER, SR CREATIVE STRATEGIST, PRODUCERS, VIDEOGRAPHERS, PHOTOGRAPHERS, EDITORS, MOTION DESIGNER, PROJECT MANAGERS

DELIVERABLES: CAMPAIGN VIDEO, SOCIAL ASSETS, TRADESHOW MATERIALS, OOH

CHALLENGE

Create an employer brand for Casella Waste Systems that genuinely resonates with their internal teams and helps recruit the next generation of hard workers.

CONSUMER INSIGHT

While jobs in waste management are not for the faint of heart, there is deep pride in the work and impact on local communities. Through multiple site visits, employee intervews, and workshops, we found that the folks that thrive here are the ones that don't mind getting a little dirty... and wouldn't dare be found at a desk job. So we take the opporunity to celebrate that, rather than shying away from.

CAMPAIGN THROUGHLINE

Desk jobs aren’t for everyone. In an increasingly virtual world, many have forgotten the pride in an honest day’s work. The Power of Hard Work tells inspiring stories of grit, resilience, and overcoming odds.

MEDIA DIRECTION

Media features stories of how employees were able to achieve goals and create a better life for themselves and their families through the opportunity to work at Casella. Campaign visuals celebrate grit and strength through people-centric imagery, on-the-job action, and unique angles.