Work is changing fast. It’s layered, complex and sometimes hard. But, we all know that on top of the challenges, there are a lot of funny moments, too. Created in collaboration with McCann New York, LinkedIn’s new campaign – The Network That Works For You – uses humour to depict those hilarious and sometimes awkward work moments so many people have experienced. The campaign acknowledges that LinkedIn can’t fix every work challenge, but it does work when it matters most to keep you growing – in your career or business.
Jessica Jensen, Chief Marketing Officer, LinkedIn said, “With this campaign, we’re telling a bigger, more unified story about the value of LinkedIn and consistently reinforcing that we’re the network that works for you. Whether you’re a member working to grow your career or a small business working to grow your business, we want to demonstrate that we understand the many layers of professional life and can help you along your journey. LinkedIn isn’t just a platform people use for work. It’s where culture shows up, conversations happen, and the world of work is shaped in real time.”
The Creative
This campaign, which includes two focus areas – Grow in Your Career and Grow in Your Business - reflects a unified story about the value that LinkedIn delivers, reinforcing how the network works for people and companies.
Heather Hopkins Freeland, Chief Brand Officer, LinkedIn said, “For this campaign, we wanted to demonstrate that we understand the realities of work, so we leaned into humor to reflect the real moments people experience at work every day — sometimes awkward and unexpected. It’s our way of showing that LinkedIn understands the many layers of professional life, even its absurdities, and that we can support you in the moments that matter.”
This marks McCann’s first creative work for LinkedIn and uses levity, warmth and humanity to highlight how and where LinkedIn can help.
Britt Nolan, Chief Creative Officer, McCann NA said, “Most brands aren’t brave enough to take on any sort of negativity. But acknowledging what people are really going through is a powerful way to earn trust. By not sugarcoating what they can and can’t do, LinkedIn doesn’t just land the message – they create a connection.”