The Queensland Fire and Emergency Service needed to attract applicants for firefighting jobs who were fit enough – and the right fit – to make it through the gruelling recruitment process.

Working from comprehensive research, we identified key target groups and the messaging that would matter most. Fitness, work/life balance and community-mindedness were high on the list, with the right applicants likely to already be used to wearing the uniform of another organisation.

Using video ads on Facebook and Youtube – plus our first square ones for Instagram – our campaign involved a photoshoot, CUE-friendly landing page and a variety of static executions for re-targeting on social media.