Do I admit to being immediately amused by these postcards from The
Guardian’s online job-finding venture, jobsunlimited.
co.uk, or do I pretend that I haven’t an idea which letters replace the
Either way, the strapline overleaf, ’Don’t let work become a dirty
word’, took me immediately back to my student days, when any kind of
verbal obscenity in advertising was cool and if it could be stuck on my
wall, well, even better. I have no doubt that these cheerful chaps will
soon be adorning many a student hovel and hall of residence.
Coming in four colours - blue, yellow, orange and red - they are bold in
design and statement. I therefore assume they will achieve standout
among the vast amount of promotional material to be found at graduate
job fairs. But if I were a student, would I be tempted to use the web
site as a result of this campaign?
Casting my mind back three years, I remember that surfing the web for
free was always much more interesting than revising for finals. I also
remember the panic that ensued when someone in the careers department
asked me if I had organised a job yet. So yes, I would definitely log on
- and I did.
But even as an easily pleased student, I would expect the web site to
mirror the bold creative style used in the postcard and would have to
admit I was surprised, if not a little disappointed, to find a complete
change in look, feel and attitude when I got there. Even students adhere
to good old consistency between the product and the advertising.
Having said that, as a piece of direct mail, I like this and believe it
will do its job well. ’Don’t make work a dirty word’ is a clear
proposition, and for any student, leaving behind the 21-week holiday,
pound-a-pint life, is w**k!