Rethinkers

social / animation / ARG

PROBLEM
Dyson are growing fast, so they need to recruit a wide range of talent around the world. But they have to compete with the world’s biggest and most innovative tech companies. To help Dyson stand out, we honed in on the one thing that unites the top talent in every category: their innate desire to prove they are the best.

SOLUTION
Inspire the world’s brightest young minds with a cryptic series of online challenges.

EXECUTION We created Rethinkers, the ultimate test of the core qualities that define a Dyson employee, and launched them with ‘Rethinker’ communities such as Reddit and Stackoverflow (world’s largest developer community). In doing so, we reframed Dyson as one of the world’s leading tech employers amongst an incredibly hard-to-reach group.

RESULTS
The campaign received PR coverage from Wired to the Telegraph in the UK, and globally too. It inspired a highly engaged following on our subreddit – the first time a brand has done so – and reached the front page of /r/videos. 80,000 organic views on YouTube. 16.9 million total reach from video,
Most importantly we also drove a 250% increase in visits to the careers website.

AWARDS
'Strategic Innovation WARC Award'
'Social media strategy DRUM Marketing Award'

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Project kick off video

(unofficial upload)

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Puzzle samples

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Final puzzle

A choose-your-own-adventre story – Escape The Lab (written by James Wallis)
Try it, HERE

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Internet interaction

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WIRED feature:

Campaign feature:

(follow up Dyson project, CLICK HERE)

©2020 Josh Denton & respective clients