Brand Tracker

Welcome to the automated Brand Tracker diaries.

Luxembourg

The Grand Ducal Police Recruits and Opens Doors with Comed and IP Productions

Campaign: Recruitment and Opening Doors

Source: https://www.adada.lu/2026/10/campagne-de-recrutement-la-police-grand-ducale-ouvre-des-portes-avec-comed-et-ip-productions/

Goal: To recruit new members for the police force

Summary: The Grand Ducal Police is launching a recruitment campaign in collaboration with Comed and IP Productions, aimed at attracting new officers by highlighting career opportunities within the police force.

Japan

FamilyMart makes Lady Gaga operate a cash register, releases recruitment commercial to change the image of ‘working’

Brand: FamilyMart

Campaign: Do you want to work at Famima?

Source: https://www.advertimes.com/20260925/article558480/

Goal: To refresh the image of working at convenience stores and strengthen recruitment.

Claim: Do you want to work at Famima?

Media: TV Commercial, Digital Signage

Summary: FamilyMart launched a recruitment commercial featuring Lady Gaga on September 25, promoting a fresh image of working at a convenience store. The ad showcases Gaga performing daily tasks like cash registering and stocking, filmed in black and white at a recreated store in Los Angeles. This campaign is part of FamilyMart's efforts to enhance their workforce strategies as they celebrate their 45th anniversary, including the introduction of new uniforms and more flexible presentation standards for employees.

advertising recruitment

Japan

FamilyMart’s ‘Lady Gaga Commercial’: The World Acknowledges Japan’s Labor Shortage and Difficulty in Securing Workforce

Brand: FamilyMart

Campaign: Lady Gaga Campaign

Source: https://www.advertimes.com/20261002/article559571/

Goal: Recruit part-time employees to address labor shortage

Claim: Lady Gaga helps Japan fight its labor shortage

Media: Television, Social Media

Summary: FamilyMart's new commercial features Lady Gaga as a convenience store clerk, highlighting Japan's serious labor shortage and the challenges in securing workers. The campaign uses Gaga to draw attention to the issue of decreasing labor force due to strict grooming standards and lower wages compared to other countries, as well as Japan's 24-hour convenience store operations. The initiative aims to modernize and diversify the perception of part-time work in the retail industry.

advertising labor shortage Lady Gaga recruitment

Switzerland

Kind regards: The chauffeur is also a passenger

Brand: VBZ

Campaign: Züri Love

Source: https://www.persoenlich.com/prcorporate-communication/der-chauffeur-ist-auch-ein-fahrgast

Goal: To raise awareness for jobs in public transport in the city of Zurich

Media: VBZ-owned websites and various owned channels

Summary: Freundliche Grüsse has created a new campaign film for VBZ titled 'With the Tram to Work'. The short film is part of the 'Züri Love' campaign showcasing employees' personal Zurich experiences and follows the protagonist Saverio on his daily commute. It depicts his journey from a passenger to a driver, illustrating the opportunities in public transport careers.

public transport recruitment Zürich

Switzerland

Swiss Employer Branding: Awards Presented for the First Time

Brand: SBB, Rhätische Bahn, Siemens, Nestlé, Felix Platter, Wiesner Gastronomie AG

Campaign: Recruitment campaigns at Swiss Employer Branding Awards

Source: https://www.persoenlich.com/prcorporate-communication/erstmals-awards-verliehen

Goal: Recognize effective employer branding and recruitment strategies

Summary: The first Swiss Employer Branding Awards were presented at the 10th Swiss Employer Branding & Recruiting Summit in Zurich, honoring 15 projects across various categories. The focus was on creativity, sustainable impact, authenticity, and measurable success. Among the winners were recruitment campaigns by Rhätische Bahn with Klar, two campaigns by SBB with Farner, and community initiatives by Siemens Switzerland.

awards employer branding recruitment

United Kingdom

Campaign questions who rejected a resume: a person or an AI?

Brand: People Like Us

Campaign: Dear [Name]

Source: https://www.imagensdemarca.pt/artigo/campanha-questiona-quem-rejeitou-um-curriculo-uma-pessoa-ou-uma-ia/

Goal: To raise awareness about transparency in automated recruitment processes

Claim: Can you see me?

Media: Digital billboards, cinemas

Summary: The 'Dear [Name]' campaign by People Like Us explores the lack of transparency in automated recruitment processes. Featuring actor Ebenezer Gyau, the campaign questions who is evaluating candidates and highlights concerns from a study showing that many rejected candidates suspect automated decisions were made without human review. The campaign will be promoted through digital billboards and in cinemas.

artificial intelligence recruitment Transparency

Portugal

McDonald’s Portugal opens more than 2,650 job positions by the end of the year

Brand: McDonald’s

Campaign: If life is not just work, choose McDonald’s

Source: https://www.imagensdemarca.pt/artigo/mcdonalds-portugal-abre-mais-de-2650-vagas-ate-ao-final-do-ano/

Goal: To recruit over 2,650 employees while emphasizing work-life balance and support for students.

Claim: If life is not just work, choose McDonald's

Summary: McDonald's Portugal is hiring over 2,650 employees across the country, particularly targeting students seeking flexible work hours to balance their education and professional responsibilities. The campaign emphasizes the importance of work-life balance and offers scholarships for employees pursuing higher education.

flexibility recruitment student support work-life balance

United Kingdom

Royal Air Force Regiment spotlights its Mondays in recruitment campaign

Brand: Royal Air Force

Campaign: Mondays in Recruitment Campaign

Source: https://www.campaignlive.co.uk/article/royal-air-force-regiment-spotlights-its-mondays-recruitment-campaign/1967533

Goal: To recruit new members for the Royal Air Force Regiment

Summary: The Royal Air Force Regiment has launched a recruitment campaign focusing on the appeal of Mondays, created by Wonderhood Studios.

campaign recruitment Royal Air Force

Japan

Looking for Creators, Producers, and Strategists Active in Specialized Organizations

Brand: Baycurrent

Campaign: Recruitment Campaign

Source: https://www.advertimes.com/20260803/article551674/

Goal: To strengthen mid-career recruitment in the Kansai office.

Claim: We are hiring.

Media: Advertising in urban areas

Summary: Baycurrent is a Japanese consulting firm actively seeking to expand its team in the Kansai area through a recruitment campaign featuring creative talent. Led by Creative Director Toshiyuki Tanaka, the campaign aims to merge consulting strength with creative insight to tackle client business challenges. The Interactive Group, formed in January 2026, is enhancing its project management, strategic planning, and creative capabilities, with plans to increase its workforce to 200 by March 2027. The campaign's key message is clearly articulated to attract candidates with diverse backgrounds in both consulting and creative fields.

Consulting creativity marketing recruitment

Global

Michael Page presents a new brand identity and unifies all areas of business

Brand: Michael Page

Campaign: New Brand Identity

Source: https://www.imagensdemarca.pt/artigo/michael-page-apresenta-nova-identidade-de-marca-e-unifica-todas-as-areas-de-negocio/

Goal: Simplify client and candidate experience

Media: Digital platforms, communication materials

Summary: Michael Page has announced a new brand identity that integrates all recruitment and outsourcing services of PageGroup under a single global designation. This change aims to simplify the experience for clients and candidates, reflecting a more integrated service offering. It coincides with Michael Page's 50th anniversary and features a contemporary visual identity developed in collaboration with creative agency Dragon Rouge. The new brand will be implemented gradually across various media over the coming months.

branding global identity outsourcing recruitment