The Leo Burnett campaign for 1010job.com, which comprises press ads, bus bodies, metro bodies and interior wraps, SMS, a viral rap song and viral video, is aimed at some of the one million people who migrate to Shanghai each year looking to advance their career.
The Rmb 1.7 million (US$210,000) campaign is running in two bursts until late November. One of the ads depicts a boss with a pig's head reclining at his desk with a drink while a panda at the desk behind works through a mountain of documents.
Another shows a man with a Superman-style badge and cape on, as he sweats at his keyboard.
China site banks on dark humour for job seekers
A multimedia campaign using dark humour and 'funky' executions to promote a new job-seekers' newspaper and website has been launched in Shanghai.
