Case Study No.1
Love Mondays
Reed.co.uk
The 2023 Reed.co.uk campaign launched January 1st - comprised of television, digital, radio, cinema and out-of-home.
Taking aesthetic cues from the classic technicolor musicals of the 50s and 60s - and built on an unapologetically upbeat ear-worm of a song - this campaign marks a new direction for the UK recruitment brand, while retaining their established sense of humour.
The objective of the campaign was to continue to develop Reed’s well-established ‘Love Mondays’ tagline - along with their call-to-action, ‘Find a job you’ll love.’
Typically seen as the last day worthy of love, the tagline’s potency lies in the tension between its two words. It’s knowing - but earnest - message: with the right job, you don’t have to dread Mondays.
At a time when a sense of optimism is particularly important, the Brand wanted something unapologetically cheerful. Delivering this message with an ecstatic song-and-dance number felt like the perfect way to communicate this idea, in keeping with the sense of humour that Reed has established over the years.
Released throughout the year, the extensive out-of-home campaign will ultimately feature 10 characters that tie in with the TVC and digital ads.
This is just the beginning of the Reed Cinematic Universe - an evolving, cartoonish cast of Monday-loving characters that the public are invited to recognise - and ultimately join!
There are currently two instalments of the radio campaign. The first features the song in its original form - followed up by a version that features people in the ‘real world’ singing the song to themselves as they make their way to work, or while working at the job they love.
Mixing together voices of all kinds and abilities, the ad presents a diverse cast of characters who cannot get the song, or its message, out of their heads.
Further expanding the Monday-loving world, the digital campaign features the same characters in their own various places of work.
Further expanding the reach of this campaign and deepening its recognition - eye-catching stylised animated billboards are featured at high-footfall sites like train stations throughout the UK.
Directors: Gregory Nice & Jack Stanton
Executive Producer: Gregory Nice
Producer: Lucy Vince
Production Manager: Ella Taylor-Palfrey
Production Coordinator: John Mouratis
1st AD: Freddie Wright
DOP: Annika Summerson
Gaffer: Lee Parfitt
Art Director: Fred Alsopp
Choreographer: Johnny White
Choreography assistant: Ciaran Connolly
Costume Designer: Katherine Aspinall
Makeup Artist: Jess Kell
Music: Dom Kirtley
Grade: Jateen Patel
Related projects
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Case Study No.1
Love Mondays
Love Mondays
Reed.co.uk
The 2023 Reed.co.uk campaign launched January 1st - comprised of television, digital, radio, cinema and out-of-home.
Taking aesthetic cues from the classic technicolor musicals of the 50s and 60s - and built on an unapologetically upbeat ear-worm of a song - this campaign marks a new direction for the UK recruitment brand, while retaining their established sense of humour.
The objective of the campaign was to continue to develop Reed’s well-established ‘Love Mondays’ tagline - along with their call-to-action, ‘Find a job you’ll love.’
Typically seen as the last day worthy of love, the tagline’s potency lies in the tension between its two words. It’s knowing - but earnest - message: with the right job, you don’t have to dread Mondays.
At a time when a sense of optimism is particularly important, the Brand wanted something unapologetically cheerful. Delivering this message with an ecstatic song-and-dance number felt like the perfect way to communicate this idea, in keeping with the sense of humour that Reed has established over the years.
Released throughout the year, the extensive out-of-home campaign will ultimately feature 10 characters that tie in with the TVC and digital ads.
This is just the beginning of the Reed Cinematic Universe - an evolving, cartoonish cast of Monday-loving characters that the public are invited to recognise - and ultimately join!
There are currently two instalments of the radio campaign. The first features the song in its original form - followed up by a version that features people in the ‘real world’ singing the song to themselves as they make their way to work, or while working at the job they love.
Mixing together voices of all kinds and abilities, the ad presents a diverse cast of characters who cannot get the song, or its message, out of their heads.
Further expanding the Monday-loving world, the digital campaign features the same characters in their own various places of work.
Further expanding the reach of this campaign and deepening its recognition - eye-catching stylised animated billboards are featured at high-footfall sites like train stations throughout the UK.
Related projects
Samsung
Wellness with Galaxy Watch4
Soru
Fashion Film
Case studies
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