This billboard campaign aimed to enhance brand awareness and attract working professionals seeking career transitions into the insurance industry. Targeting individuals ready to explore new opportunities, the campaign centered around some empowering messaging and embracing a fulfilling career at RLI.

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As the lead on art direction, I focused on creating a visually striking design that resonated with our audience. Utilizing photo manipulation and thoughtful brand treatment, I crafted artwork that not only showcased the unique culture of RLI Insurance by using real RLI employees in the design, but it also reflected the diverse career paths available within the industry. The design combined bold imagery with compelling messaging, ensuring that our key message stood out in a crowded urban landscape.

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The campaign achieved impressive results, garnering a total of 3.3 million impressions and reaching 75% of our target audience. Notably, RLI received 33 direct applicants who self-reported the billboards as their source for discovering career opportunities at RLI. Overall, the campaign and creative assets significantly enhanced RLI's exposure and awareness in the Peoria market, effectively supporting the company goals of recruiting strong talent.