Freelance network Upwork makes its case in bold style

Frame from Upwork campaign’s “Hey Mr. President!” spot ( https://youtu.be/f6eDdJ0PeQY), courtesy of Gentleman Scholar.

The freelance economy is booming, and 57.3 million Americans are freelancing. In this new “Hey World!” campaign by award-winning ad agency Duncan Channon, Upwork playfully raises its hand to offer freelance help to time- or resource-strapped pop culture figures, business icons, institutions and political leaders. The integrated campaign for the largest freelance website includes “Out of Home” and animated digital videos produced with Gentleman Scholar, radio, and also station takeovers in major shopping and transportation hubs across America.

Upwork’s out of home campaign running at NYC’s Fulton Center. Image courtesy of Gentleman Scholar.

All eight campaign spots are available on YouTube here: http://bit.ly/UPytHW. Upwork’s SVP of Marketing Rich Pearson provided more perspective on the campaign, along with the brand’s agency and production company partners.

According to Pearson, “Forward-thinking companies are turning to freelancers to access the diverse skills needed to innovate and grow. We’re excited to work with Duncan Channon to launch this new campaign to help bring to the light the expertise and scale freelancers deliver to businesses today.”

“Upwork is a vibrant, expressive brand that’s contagiously optimistic about the potential of freelancers to solve big problems and drive the evolution of business,” adds Duncan Channon’s chief creative officer Michael Lemme. “The ‘Hey World’ campaign has some fun, but is serious about the idea that talented freelancers can get stuff done for people who need stuff done.”

Gentleman Scholar’s co-founder and creative director Will Johnson explains, “As a creative studio, we have a tendency to ebb and flow with every project we work on, so our familiarity with the freelance world made partnering with Duncan Channon and Upwork on this campaign an exciting opportunity for us.”

Upwork campaign “Anthem” spot, courtesy of Gentleman Scholar.

And from Gentleman Scholar’s art director Macauley Johnson: “We poured ourselves into bringing each visual to life and allowed the tongue-in-cheek messaging of the scripts to influence our explorations of fun and engaging worlds, and catch the attention of hiring managers and leaders who need talent in a real and relatable way.”

To learn more about Upwork, please visit http://www.upwork.com.

Upwork’s out of home campaign running at NYC’s Fulton Center. Image courtesy of Gentleman Scholar.