Monster.com and its agency, KBS, are transforming the job platform's purple monster into a GCI creature to illustrate new career opportunities.
The reimagined mascot is the anchor for a new campaign entitled "Job Search." It serves as a global brand relaunch and expansion of Monster.com's "Find Better" platform to illustrate that — literally and figuratively — "Monster is behind the job seeker, standing in their corner as they navigate the taxing and often confusing job search process," per the company.
The "Job Search" creative plays off Godzilla with a GCI version of the client's mascot breaking through an office building to rescue a female executive from her unhappy job and then trampling through an urban city to place her in another office building, hence a better career.
The CGI monster was created by The Mill. The spot features several CGI environments, including streets, alleyways and office spaces, which are integrated with live action shots designed to represent an undefined major city.
The creative will run across multiple mediums including TV, digital, cinema, and social channels.
The company also asserts that the concept is meant to broaden Monster.com's audience beyond white collar job seekers to those working in retail, travel, transportation, food & beverage, or any number of other industries that are often underrepresented on platforms such as LinkedIn.