Work bags express pandemic job frustrations in Monster's humorous spots

Films by MullenLowe tap into the current environment

Published On
Jun 16, 2020

Editor's Pick

With more than 35 million Americans now unemployed due to the pandemic, a new campaign by recruitment brand Monster.com gives voice to some of the frustrations of the current "work" environment. However, the feelings aren't voiced by people, but by inanimate work bags.

In the spots, by MullenLowe, a graduate's backpack, businessperson's luggage and a tool box all express their feelings: for example, the backpack is confined to her bedroom with her childhood toys after years of education and traveling the world, while the suitcase is stuck in a closet rather than accompanying its owner on business trips and the abandoned tool box complains that he can't put any of his tools to use. 

We wanted to tap into how people were feeling in the current work environment and give them permission to be frustrated and anxious, but also offer a solution to help them work through it,”  said Ben Salsky and Myles Allpress, creative directors at MullenLowe, in a statement. “The work bags were a way to represent a range of jobs and bring them to life to voice these emotions, adding some levity to a heavy situation. Suddenly you’re feeling for a suitcase tucked away in a closet or a backpack stuck in bed all day, and maybe that makes you laugh. We figured we could all use a laugh at the moment.”

The spots were directed during lockdown by MAMA, via production company World War Seven. To make them as authentic as possible, voice talent wasn't told they were playing the role of a backpack or a suitcase, just that they were representing an impacted member of the workforce. And in line with social distancing regulations, the video feed came directly from an Alexa camera into a Zoom meeting led by the MAMA team, with client and agency present.

Credits

Date
Jun 16, 2020
Client :
Monster
Agency :
MullenLowe
Executive Creative Director :
Tim Vaccarino
Executive Creative Director :
Dave Weist
Creative Director :
Ben Salsky
Creative Director :
Myles Allpress
SNR Art Director :
Ian Todd
Senior Copywriter :
Adam Cote
Junior Copywriter :
Paola Villatoro-Weir
Executive Integrated Producer :
Brian Smith
Assistant Producer :
Abby Cottrill
Business Affairs Manager :
Maria Rougvie
Account Director :
Jesse Brandt
Account Executive :
Lia Rivera
Strategy Director :
Lindsay Cardinale
Group Account Director :
Kelly Burke
Production Company :
World War Seven
Director :
MAMA
Executive Producer :
Josh Ferrazzano
Head of Production :
Megan Pfaffenroth
Director of Photography :
Pete Thompson
Production Designer :
Johnny Flanagan
Editorial Company :
Cut & Run
Editor :
Robert Ryang
Assistant Editor :
Chrissy Doughty
Executive Producer :
Ellese Shell
Post Production Company :
Jogger
Senior Producer :
Mike Tockman
Sound Design Company :
Sound Lounge
Sound Designer :
Marshall Grupp
Sound Mixer :
Glen Landrum
Senior Producer :
Alicia Rodgers
Casting Director :
Alexa Magnotto

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