Ontdek Hospitality
‘Not Your Average Job’ is a multi-asset awareness and perception campaign that showcases the dynamics of working in the hospitality industry.
Ontdek Hospitality
Hospitality Pact
Born05
IM Lounge
Employer Branding
More than 26 leading Dutch hospitality partners, including Heineken, Sligro, and Hilton, have come together under the ‘Hospitality Pact.’ Their creative agency, Born05, engaged Bruut to design a strategic video campaign aimed at enhancing the industry’s appeal and positioning it as a viable, long-term career choice. Drawing inspiration from the authenticity of popular shows like 'The Bear' and embracing bold character diversity, we opted for breakbeat over hip-hop to give the campaign a modern and impactful edge.
The campaign highlights five key branches of the hospitality industry: travel, horeca, events, food services, and recreation. Each is brought to life through unique characters, inspiring locations, and dynamic, fast-paced stock footage sequences. In collaboration with producer and sound designer Axefield, we crafted custom, distinctive soundscapes recorded on-site, capturing sounds that are characteristic of each specific branch.
In the perception campaign videos, we debunked common misconceptions about the hospitality industry. In each video, one of the characters shares what their job means to them and why it’s anything but average.