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Carlsberg Shared Services

Shared Services. Shared Passion.

An internship programme built from scratch, where more than 550 candidates competed for a spot at Carlsberg Shared Services.

Client: Carlsberg Shared Services
Year: 2019
Scope: Creative concept, naming, key visual, graphic materials, website, jobtest, media campaign, social media, video, 2D animation, custom print materials, offline advertising, trade-fair stand
Service: Employer Branding

Carlsberg Shared Services – Shared Services. Shared Passion

Challenge

How do you build, from zero, an internship brand worth fighting for?

Our task was to create the entire concept for the internship programme from the ground up – from naming, through the key visual, to the specific materials. The name was meant to reflect both the nature of work at CSS (Shared Service) and the passion present at Carlsberg every day – in after-work activities and training.

Idea

Shared Services. Shared Passion.

That's how the concept Carlsberg Shared Services. Shared Passion was born – the foundation for everything that followed. We combined online and offline communication: we designed and built the carlsbergsharedpassion.com website featuring employees' career stories and videos with them, complemented by a jobtest – a short quiz matching candidates to the department that suited them best.

Execution

To get the best results, we combined online and offline activity – that synergy helped Carlsberg SSC reach the widest possible group interested in a Shared Services internship, while also raising the profile of the company's Poznań branch. A key element of the campaign was the video we produced in the Poznań office: short interviews with CSS employees centred on the brand's core values, while also showing what it's really like to work there, the modern office and the atmosphere on the floor.

We also took the programme to job fairs, with a modular, eye-catching stand that could be adapted to different events. Carlsberg Shared Services. Shared Passion was visible around Poznań too – we designed citylights for key locations, such as near the universities, carrying a clear call to action: "Join the most attractive internship in Poznań." The campaign was rounded out with non-standard printed materials, from bookmarks to invitations to internship interviews.