Mustard needed to address changes in the creative industry’s recruitment demands: clients regularly request talent with ever-more specific skills and experience. Kimpton Creative needed to show that Mustard was the go-to agency. The campaign draws out the MUST to capture the urgency and importance of getting it right, using typography to increase the sense of stress, enlarging key words, and using humour to let off steam and make our point: crazy, truly impossible demands... met. The tone is key: calm and good natured in the midst of a storm... people you can count on.
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