Celebrity CEO, Yossi Carmil and Ravid Plotnik (Photo by Shai Shabiru)
The Israeli high-tech company Celebrity, whose technology assists in millions of crime investigations around the world, will launch a new recruitment campaign this week under the message “the heroes behind the heroes.” For the purpose of the campaign, real play dolls were created inspired by its employees, each representing a specific field from a variety of high-tech professionals working in the company.
The four action figures (“action puppets”) have been incorporated into four videos that take place in a high-tech universe of superheroes, where they help law enforcement officers catch the criminals. Only instead of Superman, Batman, Wonder Woman – the characters of Celebrity are ordinary people who work in high-tech with names like: Daring DevOps, Research Rebel, Professor Producto, or Full Stack. A different kind of heroes and take-off of the typical and familiar characters.
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The campaign preparation process, in collaboration with the McCann-Tech advertising agency, was based on interviews with real Celebrity employees to create a kind of gamification of the company’s employees and build content based on the people and the work itself. The puppets were shot while being operated by professional “puppets”, for 4 impressive videos. At the center of each video is an imaginary heroic story, which illustrates real-life crime cases, in which the technology developed by celebrity employees helps law enforcement to decipher those crimes through the collection and analysis of digital evidence.
“In the competition for talent in the Israeli high-tech market, Celebrity has chosen to emphasize the added value and ability of our employees to create a safer world,” says Osnat Tirosh“Beyond recruiting new employees, there is an appreciation for existing employees, who are the ‘heroes behind the heroes’, partners who help law enforcement agencies around the world decipher crimes and catch those who endanger public safety. “The emphasis for us in planning the campaign was to put at the center the meaning and value in the work of our employees, who are developing technology that helps those who are fighting crime.”
The campaign was launched internally for the company’s employees at a party in its offices, in the high-tech area of Petah Tikva. The event was produced with the concept of a world of heroes, based entirely on celebrity heroes. , Heating pads, shirts, socks), a special photo booth as heroes, posters of photos of the employees themselves in branding superheroes, and also – exposure of a video documenting the entire campaign production process.The campaign will run for a month, starting this week, on social networks .
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