Employer branding campaign for Gemeente Tilburg
Stepping off the beaten path and constantly looking for ways to do things differently, smarter, and more human-centered.
How do you create a campaign that genuinely feels like Tilburg? One that steers clear of standard promises and truly hits the core. The employer brand needed to be authentic and make it immediately clear that working for this municipality means making a real impact on the city.
Insight
We had extensive conversations with employees. From those interviews, it became abundantly clear that everyone at the municipality truly does things differently. That 'don't just think, but do' mentality is their absolute superpower.
Idea
This sparked the creative concept: 'DOE 'T ANDERS' (DO IT DIFFERENTLY). Hitting the exact core of what the Municipality of Tilburg is all about: always looking for ways to be smarter, more human, and even better. It’s the overarching theme that strikes the right chord and forms the foundation for all labor market communication.
Execution
After months of brainstorming and co-creation, the campaign went live. Photographer Jules van Iperen captured this through authentic, dynamic photography: we deliberately aimed for surprising perspectives, wide-angle lenses, and fresh colors to powerfully capture real employees on camera. The team at Fabel Film topped it off with an awesome campaign video. Paired with a well-thought-out internal launch, the brand now lives directly on the work floor, and naturally, out in the world.
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