Monster is using work bags, luggage, and backpacks to provide some light-hearted amusement in order to encourage people to find work post-pandemic.
The creative, developed with MullenLowe, uses these work totems, like a storage box, as these products directly speak to the viewer about the desire to get back to work and how Monster can help people do so.
“The work bags were a way to represent a range of jobs and bring them to life to voice these emotions, adding some levity to a heavy situation,” said Ben Salsky and Myles Allpress, creative directors at MullenLowe. “Suddenly you’re feeling for a suitcase tucked away in a closet or a backpack stuck in bed all day, and maybe that makes you laugh. We figured we could all use a laugh at the moment.”
Although Monster came to MullenLowe with a need to create a campaign timed for the summer, the COVID-19 situation changed the proposed brief. Given the challenges posed by the current production environment, using the bags was a workaround to create some original content.
MullenLowe attempted to ground the content with a real touch by not letting voice talent know they were playing the role of a backpack or a suitcase. Instead, the actors were told just that they were representing an impacted member of the workforce.
The campaign components include TV, radio, and social media.