LinkedIn, the world’s largest professional network, has launched ‘Space For You’, a new brand campaign running across India and the UK. The campaign celebrates how LinkedIn’s members are increasingly asking questions, looking for guidance and wanting to connect with other members to discover what works for them and their careers today during these fast-changing and uncertain times.
With the pandemic prompting many people to think deeply about what they want from their careers and work-life, LinkedIn research found 82% of professionals in India suggesting they plan to move jobs this year, with the top reasons being for a better work-life balance, more money and greater career ambitions.
LinkedIn worked with VCCP London to mastermind the creative for the new brand campaign which launches with a 60-second film produced by creative agency The Glitch for India. The film is directed by Student Emmy award-winning short-film director Sahirr Sethi who was also part of the visual effects production team for the highly acclaimed film, Life of Pi. The creativity is brought to life through the medium of an ever-expanding table that represents how LinkedIn is a universal, communal space for everyone.
The film begins around a desk as a young woman ponders her career pathways but is soon joined by an entire community of fellow professionals who too are navigating their future. As more and more people pull up chairs and even additional tables to join her, the film reflects how LinkedIn celebrates every kind of career — from creators to entrepreneurs and corporate professionals among others. Space for You shows how an entire community can be born from one table and one idea. As the lead protagonist walks across the ever-expanding table, she watches a diverse set of people engaged in their unique professional element and also shares ‘chai’ with one of them. As she finally finds a like-minded tribe and pulls up her chair to chat with them, the film draws to a close with the hero strapline: “Find your space on LinkedIn.”
Ngaire Moyes, Vice President, Communications and Brand, International, at LinkedIn said: “The pandemic prompted many people to rethink what they want from work and life, and we’ve seen that first-hand on LinkedIn as people have reached out to their community for help and support as they consider what’s next for them. We’re committed to fostering a sense of community for our members, inspiring them to open up, talk, help, and support each other. With Space For You, we wanted to shine a light on how our professional community can help people discover what’s next for them, and how LinkedIn is a space where they can connect with diverse people and spark conversations about their careers. Wherever your career is right now, there is always a space for you on LinkedIn.”
Matthew Lloyd, Deputy Executive Creative Director at VCCP added: “People are asking big questions about life and work. The need for a supportive, like-minded community to help navigate the way, is greater now than ever. We wanted to showcase the breadth of conversations and support you can find on LinkedIn, no matter who you are or what your career questions are. With LinkedIn as the universal communal space — a table — we show the platform as a place for honest conversations, human connections, speeches, statements, agreements, disagreements, or sometimes just a place to sit and listen.”
Sunetro Lahiri, Vice President, Creative Services at Glitch said: “Given how heterogenous Indian culture is, it was exciting to localize the metaphorical communal table by weaving in a rich diversity story that India could afford to own. With wildly diverse communities, interests & passions running across different spaces, the best part of this narrative was the canvas we could create while painting in the colourful strokes that Indian workforce experiences allow us to. And along the way, we decided to create these magical capsules that showcase how the new realities of single parents, visible gender diversity, age, ethnicity, and geographies are no longer a barrier in the journey of connections. We wanted to create a reality where all this could happen, and where everyone truly has a space they can see themselves fitting in.”
This campaign will be live on TV across channels including the IPL (English and Hindi), English movie channels, OTT platforms Hotstar and Sony Liv, and digital platforms LinkedIn, Instagram, Twitter, YouTube, and Spotify
Research
The consumer research conducted by LinkedIn and Censuswide is based on the survey responses from 1,111 workers in India, aged between 16 and 60, collected from December 10 to 15, 2021.
About LinkedIn
LinkedIn connects the world’s professionals to make them more productive and successful and transforms the way companies hire, learn, market, and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph. LinkedIn has 830 million members and has offices around the globe. www.linkedin.com / mobile.linkedin.com.
About VCCP
VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. We are the challenger agency for challenger brands and transform the fortunes of our clients by challenging and disrupting the categories they operate in. With offices in Roblox, London, Madrid, New York, Prague, San Francisco, Shanghai, Singapore and Sydney, VCCP produces award-winning work for clients including Walkers, O2, comparethemarket.com, easyJet, Domino’s, Canon and Cadbury.
About The Glitch
The Glitch is a digitally-led creative agency which believes that through shaping culture, great business results can be delivered and being strategically driven is how great creative is made. With a wide range of clientele across industries and platforms, The Glitch has delivered award-winning campaigns for a wide spectrum of clients including Unilever, Netflix, LinkedIn, Lenovo, Diageo, Microsoft, Triller and many other international brands in the realm of entertainment, beauty, FMCG amongst others. With over 300 digital strategists, technologists, content creators and planners, The Glitch stands as one of the leading digitally-led creative agencies in India with offices in Mumbai and Delhi.
Credits
CREATIVE AGENCY: VCCP
PRODUCTION AGENCY: GLITCH
