Wow Sit Down Thing Silver Winner

Looking to attract graduates from the Advertising Federation of Australia’s training program, BMF created a campaign to tap their potential. A week before the school’s recruitment day, BMF sent the graduates a flat-pack seat with a creative challenge: “Do something amazing with this seat, and you could get a real one at BMF.” Recipients had a week to follow through and upload responses to the agency’s blog. The effort had a 106% response rate and resulted in seven new hires.