Duncan Channon launched a campaign for freelance network Upwork pitching its services to some high profile potential clients with a “Hey World” campaign.
More specifically, the effort sees Duncan Channon and Upwork addressing the likes of Donald Trump, George R.R. Martin and Elon Musk, offering to provide a social media strategist, ghostwriter and “a personal assistant or 8.” The campaign centers around a digital videos addressed at the aforementioned individuals with messages such as “Hey, Mr. President, need a social media strategist?” accompanied by colorful, playful animation courtesy of Gentleman Scholar. There’s also a series of OOH ads in New York, Chicago and San Francisco. In addition to Trump, Martin and Musk, other ads i n the “Hey World” campaign address The Rock, Amazon, Equifax, NASA and an anonymous Comic Sans user.
“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” Duncan Channon chief creative officer Michael Lemme said in a statement. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done, including some brands, artists, institutions and pop culture figures you know.”
Credits:
Client: Upwork
Rich Pearson — SVP, marketing
Shoshana Deutschkron — VP, communications and brand
Kevin Bechtel — Director, brand marketing
Jonathan Cofer — Executive creative director
Matt White — Senior interaction designer
Agency: Duncan Channon
Account
Andy Berkenfield — Director of strategy
Jamie Katz — Director of account management
Nick Gustafson — Account supervisor
Sydney McComas — Account manager
Creative
Michael Lemme — Creative director
Parker Channon — Creative director
Amanda Burger — Copywriter
Jessica Wyatt — Senior art director
Colleen Horne — Senior art director
Production
Keenan Hemje — Senior broadcast producer
Renée Jean — Senior art buyer & print producer
Eric Kozak — Senior digital producer
Scott Whipple — Studio designer
Emily Sarale — Associate producer
Media
Leslie Diard — Director of communications planning
Jason Tatterson — Associate communications planning director
Kurt Garvey — Communications planning supervisor
Caitlin Herrforth — Communications planning associate
Gentleman Scholar — Animation and illustration
William Campbell & Will Johnson — Creative directors
Jo Arghiris — Executive producer
Tyler Locke — Head of production
Macauley Johnson — Art director
Kirsten Noll — Senior producer
Hana Yean — Lead designer
Ana Chang, Cam Floyd, Trish Janovic, Jina Kwon, Christina Liang & JP Rooney — Designers
Henry Pak — 2D animator
Laura Yilmaz, Nicole Stafford, Taik Lee, Danni Fisher Shin, Matt Everton & Ana Chang —Animators
Henry Pak — Compositor
One Union — Sound design and engineering
Matt Zipkin & Andy Greenberg — Audio engineer
Scout Music — Music
Avishay Goren, Yossi Cohen & Joseph Prather — Writers
