The JWT-conceived ambient drive attempts to illustrate the problems people face when they are trapped in jobs for which they are ill-suited - such as a Formula One racer pulling a Chinese rickshaw, hockey players sweeping streets and a doctor and nurse working at a food stall.
The campaign comes after an online survey by Monster found that 60 per cent of Hong Kongers are unhappy in their jobs. “We need to move down to the job-seeking pyramid to tap 25- to 40-somethings and expand market share,” said Monster marketing executive Winnie Choi.
TV spots also began airing on 14 May and are supported by bus advertising.
Universal McCann handled media, with Euan Barty Associates in charge of PR.
