Kaufland Dance Talk
Kaufland Dance Talk – Inclusive TikTok Recruitment Campaign
Role: Senior Art Director Client: Kaufland Romania Agency: v8 Year: 2023
Overview:
In Romania, unemployment among people with disabilities, including those with hearing impairments, is alarmingly high. To address this, Kaufland launched the ACCES program, aiming to integrate individuals with disabilities into the workforce. To promote this initiative, we created #KauflandDanceTalk, a TikTok dance challenge that communicates in a universal language: dance.
Initially, we released a dance challenge on TikTok, encouraging users to replicate the moves for a chance to win prizes. Unbeknownst to participants, the choreography, developed with a choreographer and sign language interpreters, subtly incorporated a recruitment message. After several weeks, we revealed the hidden message, inviting viewers to join Kaufland's team through the ACCES program.
My Contribution:
As Senior Art Director, I led the visual direction of the campaign, ensuring that the creative elements resonated with both the TikTok community and the broader audience. My responsibilities included:
Visual Identity: Crafting a vibrant and inclusive visual style that aligns with the campaign's message of diversity and inclusion.
Choreography Integration: Collaborating with choreographers and sign language experts to seamlessly embed the recruitment message into the dance routine.
Social Media Assets: Developing engaging visuals and content tailored for TikTok and other social media platforms to maximize reach and participation.
Campaign Reveal: Designing the visual elements for the campaign's reveal phase, highlighting the hidden message and encouraging continued engagement.
Impact: The campaign transformed hundreds of TikTok users into advocates for social inclusion, turning a simple dance challenge into a powerful advocacy campaign. It received significant recognition, including:
Gold Award – Best TikTok Campaign at Webstock 2023
Silver Award – Best Creative Idea at Webstock 2023
Bronze Award – Best Brand Engagement Campaign at Webstock 2023
Silver Effie Award – Corporate Reputation category at Effie Awards 2024
TEAM:
Adina Stănescu - Creative Director
Andreea Siran - Group Creative Director
Alexandra Coancă - Account Director
