LinkedIn Trades Corporate Polish for Laughs in New Brand Platform – Yahoo

The world is pretty heavy right now, and LinkedIn knows it. So the platform is taking a different approach: it’s getting funny. To reach employees and employers alike, LinkedIn has launched a new campaign that tells a unified story about its products and brand. “The Network That Works For You” focuses on two key areas for LinkedIn users: career growth and business owners. A series of spots – the first work for the brand by agency McCann NY – features comedic workplace vignettes paired with a relevant LinkedIn product. In “Grow Your Business,” a small business owner uses LinkedIn to run her company while her employees spend their lunch break sparring with robot vacuums. In “Cat,” an employee uses LinkedIn Premium to find a new job after a co-worker brings his cat to work – tucked into his shirt. In a third spot, a medical professional navigates the timeless confusion of a hospital gown: front or back? The moment, according to chief brand officer Heather Hopkins Freeland, was designed to stretch beyond any single profession: “Even if you’re not in the medical profession, you get that joke,” she said. “We built this campaign to break through in a different way,”
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