Jobidon – Gaming Meets Real-Life Careers

Valentine’s Day Employer Branding Activation

Overview:

In the month of love, Kaufland’s career platform got a playful twist — becoming a matchmaking space not for couples, but for gamers and jobs. We introduced Jobidon, the first in-game avatar Cupid that connects gaming skills with real-world job opportunities.

By tapping into the gaming universe and using language native to players, the campaign reframed recruitment as discovery — a quest where your abilities in-game (like strategy, teamwork, or multitasking) could unlock actual career paths at Kaufland.

My Contribution:

As Senior Art Director, I brought this hybrid concept to life through bold, gamified visuals and a playful narrative style. My key responsibilities included:

Avatar & Visual Design: Shaped the look and personality of Jobidon, blending gaming aesthetics with employer branding.

Campaign Identity: Developed graphic assets, icons, and typography that mimicked game UI while staying aligned with Kaufland’s branding.

Social & Digital Creatives: Created teaser and reveal visuals for social media, building anticipation and engagement under the campaign hashtags.

Landing Page Experience: Helped conceptualize a journey that connects gameplay traits with Kaufland job offers in an intuitive and visually engaging way.

Impact:

The campaign launched with high organic engagement, especially among younger audiences. It positioned Kaufland as an innovative employer willing to meet candidates where they are — even in virtual worlds. Jobidon became more than an avatar; it was a new language for talent discovery.

TEAM:

Adina Stănescu - Creative Director

Andreea Siran - Group Creative Director

Alexandra Coancă - Account Director