“The old ways of working are
deader than me”
— Jack McDichael
The OpportunityWe haven’t rethought the way we work since people drove horses to the office.
With COVID, things changed. Offices became video calls and work pants became sweatpants. It was the biggest change in work since the assembly line, and it wasn’t going back. Given that Upwork has been helping people work together remotely for nearly a decade, we were more than ready to see the old ways go.
The IdeaWho better to tell us the old ways of work are dead than a dead guy?
That said, many businesses needed a nudge. Who better to announce the old ways of working are dead than an undead CEO Jack McDichael? In a multi-channel campaign featuring a series of memorable spots, Jack boldly reveals that the old rules of work were entirely made up. Now, it’s time to make up something better, because This Is How We Work Now.
Building a brand,
not just a brand campaign
In a category full of dry, self-serious, earnest, talk we chose to take an approach that’s filled with wit, irreverence, and has the confidence of a company that has seen the future and returned with a map.
