After some "pitch-winning" freelance creative, I worked as Creative Director to bring to life a new employer brand, website and targeted recruitment campaigns for easyJet.
This work won best integrated campaign at the 2025 rad awards.
cabin crew 'moments' recruitment campaign
social and digital
social and digital
After the pandemic, the airline industry lost almost 40% of its staff, and easyJet needed to recruit around 2,000 new cabin crew in the UK and Europe ahead of its competitor airlines. To do this, it needed to enhance its brand equity and build on its new employer value proposition of ‘Make it EasyJet’. It also wanted to attract more men and people from black and ethnic minority backgrounds into cabin crew roles.
The creative in the campaign zooms in on “unforgettable moments” in cabin crew careers such as their first flight or celebrating a great team they worked with. It highlighted the diversity of easyJet teams, breaking gender stereotypes and showing a career that can lead to a new adventure. There was a multi-channel approach to the campaign, even using an augmented reality filter so people could imagine themselves as cabin crew. It led to more than 14,000 applications, with 6,300 of those from men. Application to hire time was reduced, and media spend lowered compared to previous years.
CREATIVE DIRECTION • CONCEPT • COPY • ART DIRECTION
pilot recruitment campaign
social and digital
social and digital
Targeting pilots working abroad, those working for other airlines, female and Amsterdam based pilots specifically. 371 applications in 4 weeks.
CREATIVE DIRECTION • CONCEPT • COPY • ART DIRECTION
employer brand
Concept and creation of employer brand and development of new careers website,
including design and content.
including design and content.
CREATIVE DIRECTION • CONCEPT • COPY • ART DIRECTION
recruitment events
Concept and creation of stand and giveaways for recruitment events.
CREATIVE DIRECTION • CONCEPT • COPY • ART DIRECTION
snapchat/instagram ai
CREATIVE DIRECTION
bristol flyers partnership
social and digital
social and digital
Having been based in Bristol for over 20 years, supporting the local community is important to easyJet. To launch their partnership with Bristol Flyers Basketball team and, raise awareness of the opportunities for the male demographic least likely to apply to be cabin crew, we created this launch video to roll out across digital and social. Highlighting to potential applicants that they may have more transferrable skills than they realise and most importantly, the height limit is taller than you might think.
CREATIVE DIRECTION • CONCEPT • script • ART DIRECTION
engineering apprenticeships photoshoot
ART DIRECTION
