| Title | RECRUI-T |
| Brand | GOODMAN SERVICE |
| Product / Service | RECRUITMENT SERVICE |
| Category | D03. Point of Sales, Consumer Touchpoints & In-store Collateral |
| Entrant | GOODMAN SERVICE Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Idea Creation 2 | MINARET Tokyo, JAPAN |
| Idea Creation 3 | CHERRY Tokyo, JAPAN |
| PR | AUR Tokyo, JAPAN |
| Production | NANOU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kenji Tamagawa | ADK Marketing Solutions Inc. | Creative Director |
| Fusanari Masuda | Cherry | Art Director |
| Shotaro Nieda | Cherry | PR Manager,Web Director |
| Yuki Masuda | Minaret | Chief Marketing Officer |
| Kazuo Iwao | Minaret | Web Director |
| Ryo Hirayama | ADK Marketing Solutions Inc. | Account Director |
| Shota Shindo | ADK Marketing Solutions | Account Executive |
| Marina Sato | ADK Marketing Solutions Inc. | Account Executive |
| Keiichi Fujisawa | ADK Marketing Solutions Inc. | Creative Producer |
| Ryo Sakai | ADK Marketing Solutions Inc. | Media Manager |
| Takeshi Nishio | ADK Singapore Pte. Ltd. | Account Manager |
| Shantanu Dasgupta | ADK Singapore Pte. Ltd. | Strategic Planner |
| Satoshi Furusawa | AUR, Inc. | PR Director |
| Miyabi Ishida | AUR,Inc. | PR Co-ordinator |
| Fusao Okaguchi | Freelance | Typographer |
| Kenichi Muramatsu | 55 Inc. | Photographer |
| No ri | freelance | Hair Make-up |
| Yusuke Sasamura | nanou Inc. | Web Producer |
| Suguru Sone | nanou Inc. | Web Artdirector |
| Mari Adachi | nanou Inc. | Web Designer |
| Takashi Miyazawa | nanou Inc. | Frontend Engineer |
The #1 aging population, Japan, labor shortage becomes a very serious society problem. In addition, employment of foreigners are still in slow progress.We would like to make it more easy and casual to connect foreigners and Japanese companies. Good Man Service specializing in employment of foreigners, seeks for a new solution.
Foreigners who are interested in Japan are usually also interested in Kanji. Some may wear Kanji printed T-shirts and some may get a tattoo of their favorite Kanji. (Such as Justin Timberlake, Ariana Grande, etc.) We focused on this insight to target foreigners who likes Japanese culture and developed a Kanji based communication “RecruiT” to draw their interest.These are not just a simple Kanji printed T-shirt but a T-shirt where all the contents described are real job information.When a foreigner is able to read the information written in kanji, they pass the first step of recruitment and proceed to the next step.Also, developed a special site where one can download the kanji design data for free in order to spread “RecruiT” all over the world.
We displayed the“RecruiT” in guesthouses and shops in cities of Tokyo, Asakusa and Shibuya, where there are a large number of foreigners who seem to like the Japanese culture. At the same time, T-shirts were distributed for free to hotel guests which became a walking media and made a direct spread.“RecruiT” was popular at the JAPAN TAG in Germany, with 700,000 people.“RecruiT” were also worn by ballboys in a German Bundesliga match,which expanded new possibilities.
From RecruiT’s launch on December 12th, 409 people applied in 2 weeks,and after interviews,107 were employed.RecruiT, became a creative media where it connected people who wishes to work in Japan with Japanese company in a casual way. Not only foreigners who love Japanese culture can get Kanji T-shirts,but information of Japanese companies facing labor shortage were distributed to the world and created a Win-Win relationship.