Billboard

The Story

OK AGENCY developed a recruitment ad campaign titled "Truck Drivers Wanted" to attract truck drivers, primarily targeting men in the trucking industry. Moving away from the client's initial request for a straightforward design, the agency introduced a bold and humorous concept featuring a partial image of a woman’s face licking a lollipop, paired with a cheeky tagline. This unconventional approach aimed to stand out from typical recruitment ads, creating a playful double meaning that sparked curiosity. The campaign successfully caught the attention of drivers, leading to increased inquiries and direct calls to the company from potential applicants who were impressed by the ad's creativity.