The series profiles workers who earn a living doing jobs inconceivable to most people, such as bat biologists or those paid to determine the genders of chickens.
“Dirty Jobs pays tribute to the men and women who take on the many jobs that we take for granted. With an engaging host, the series informs and educates through light-hearted yet very real situations,” said Kevin Dickie, SVP of marketing and communications, Discovery Networks.
“Dirty Jobs pays tribute to the men and women who take on the many jobs that we take for granted. With an engaging host, the series informs and educates through light-hearted yet very real situations,” said Kevin Dickie, SVP of marketing and communications, Discovery Networks.
To drive viewer numbers, Discovery kicked off with an ambient execution that features the lowly rubbish bin. Wrapped in an eye-catching shade of blue, 300 bins were placed at bus shelters in strategic places in Singapore.
The bins were emblazoned with three different Y&R-conceptualised taglines: ‘Let’s talk dirty’, ‘All the dirt. Minus the celebrities’ and ‘And you think your job stinks’.
To heighten the effect, actors dressed as workers in some of these ‘dirty’ jobs gave out flyers bearing information about the series across Singapore. Complementing the drive is a series of radio spots that feature a group of children discussing what they want to do when they grow up.
In line with the theme of the show, the children aspire to work in unorthodox jobs such as worm dung farmers, avian vomitologists and sewer inspectors.
The unique and ‘tongue-in-cheek’ choice of media was a deliberate effort on Discovery’s part, noted Dickie.
