Rise Fast, Work Young

Smithfield Agency

Client: Hospitality Rising

Staff shortages across the hospitality industry have reached crisis point. Hospitality Rising founder Mark McCulloch wanted to coordinate a collective effort to showcase the opportunities for Gen Z working in the hospitality industry. He approached this by asking all hospitality operators to pledge their support. He then brought together specialists in campaign development and execution to help launch the campaign. That action has come in the form of the Hospitality Rising's 'Rise Fast, Work Young' campaign - the world's biggest hospitality recruitment initiative. A strong visual approach was needed to stand out against the traditional recruitment agency approach so, using real-life workers as inspiration, a series of character animations were created to showcase the diverse workforce and roles that exist in hospitality. This was supported by a TikTok campaign which included content. To date, the campaign has seen over 130,000 job applications for jobs in hospitality sector surpassing our self-imposed target of 50k job applications.