The Australian arm of the globally renowned Grey Group, whiteGREY, partnered with The Field, an Australian staffing firm with a diverse and inclusive pool of talent, to promote its newest disability-inclusive employment platform.
“Employment platform built by, and for, people with disability” -- this is the perfect summarization of the initiative.
With the help of whiteGREY, a full-service creative and digital agency, The Field was launched with all the attention a project such as this deserves. It seems like whiteGREY, which became The Field’s creative agency of record earlier this year, justified the company’s decision to roll with the WPP AUNZ subsidiary.
“Sometimes in your career, an agency gets to work for an organization with purpose, such is the work we are doing for the Field,” said Magdalina Triantafyllidis, managing director for whiteGREY Melbourne. “The collaborative nature of our client relationship is phenomenal and I can proudly say whiteGREY has evolved as an organization and become more mindful of the challenges people with disability face when seeking employment.”
In this collaborative relationship, whiteGREY was in charge of the creative strategy and content creation across TV, digital and social platforms.
Social assets were launched first, together with out-of-home and TVC elements. These will be followed by additional digital assets in early 2023. Every piece of content was created with inclusivity in mind.
“The creative process has been unique. It’s been heavily consultative, with inclusivity at its center,” said Joe Hill, whiteGREY’s executive creative director for Melbourne. “The Field has a lovely philosophy of calling-in not calling people out. People with lived experiences have been key decision makers and valuable consultants throughout the process and our creative ideas have been largely generated directly from the experiences shared with us.”
The Field was equally thrilled with its partnership with whiteGREY and the job the agency has delivered.
“whiteGREY’s passion, energy, diversity and respect was evident during the pitch process and was exactly what attracted us to the team,” said The Field’s co-founder, Martin Alcott. “We are looking forward to seeing the campaign in market and achieving our goal of ensuring the Field has a positive impact on Australia’s employment market.”
For its first project for The Field after winning the account earlier this year, whiteGREY came through with astonishing results. The brand-agency pair likely has a bright future ahead of them.