MyCareer.com.au: Payslip

The objective was to drive traffic to the MyCareer Salary Centre, a salary resource containing data such as salary ranges and trends by industry and by region. It enables people to see what others are earning and determine if they¹re being paid what they're worth.

We created an exact replica of an unopened payslip, right down to the flimsy stock and perforated edges. It was inserted into magazines - as though it were a mistake - and distributed accordingly. We knew that most people would open it because they couldn't help themselves.

Advertising Agency: DDB Group, Melbourne, Australia
Creative Director: Michael Faudet
Art Director: James Barkley
Copywriters: Justine Gaitz, Callum Fitzhardinge
Released: October, 2007