Painting the world purple
Head of Creative & Design
Employment Hero has evolved from a SaaS platform into the world’s first Employment Operating System, a category-defining shift that changes how businesses employ people forever.
As Head of Creative and Design at Employment Hero, I had the privilege to build our in-house creative agency, Hero Collective. Together we created a bold, fun, and unforgettable integrated campaign that flips B2B marketing on its head. To stand out, we ditched the predictable and introduced a brand mascot, the purple rabbit — an icon designed to demand attention in a world of forgettable visuals.
Instead of blending in, we made a global statement across OOH, digital, radio, and video in Australia, New Zealand, Canada and UK.
Campaign Reel
We delivered a global integrated campaign made up of multiple phases, spanning from top level brand awareness to targeted, action led creative. We showed up across billboards all around the world, flooded social feeds and delivered best-in-class performance achieving CTRs up to 4× benchmark and video completion rates as high as 94%.
118 million+ impressions across OOH
Up to 4× CTRs benchmark across socials
94% video completion rates
Employment OS
Phase one of the campaign was all about raising awareness and improving brand recall as we launched Employment Hero as the world’s first Employment Operating System.
30 sec hero
15 sec cut down
6 sec cut down
Hiring
Phase two was all about the recruitment side of the Employment OS, targeting business owners and hiring managers. Here we highlight the struggles of recruitment while running a business – luckily big ears has the solution to hiring smarter.
30 sec hero
15 sec cut down
6 sec cut down
The Rabbit Mascot
A key part of this campaign is the introduction of our new brand mascot, the purple rabbit. Studies show that brand mascots increase ad recall and improve emotional connection by 41%. Characters create distinctive, memorable assets that make brands easier to recognise and recall—just think of how instantly recognisable some of the world’s biggest brands are because of their characters.
We explored many options, from animals to abstract creatures… and landed on a rabbit because it’s intelligent, agile, and globally neutral. Research shows that animals are among the most effective mascots, as they resonate across cultures and audiences. The rabbit perfectly reflects speed, efficiency, and getting things done—just like Employment Hero.
LOCALISED CAMPAIGNS
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LOCALISED CAMPAIGNS 〰️
NZ
This campaign was all about creating awareness for local businesses in Queenstown, as they prepare for the busy summer season. We flew the rabbit across the ditch to do some extreme sports that resonate with the summer tourism industry.
UK
We brought a splash of purple to Manchester’s skyline, just stones through from Manchester Central where thousands of business owners and HR professionals gathered for CIPD. Our brand and message lit up the skyline on the walk into the conference centre on UKs tallest OOH panel which is 30m high! We also had vans covered in purple bunnies driving around the city spreading the word.
Canada
In just three weeks, our first Canadian brand campaign came to life - a massive cross-team effort that brought together marketing, design, product and growth across time zones. The result is a creative, content rich, AI-enhanced campaign built to help Canadian SMBs finish the year strong. This campaign is targeted entirely at SMB employers and HR leaders navigating the most stressful time of year.
