Hostelan MoLAN.
Hostelan finds you jobs that moLAN.
With a record number of Michelin Stars in its territory and the world’s best pintxo (street food) bars, @hosteleriagipuzkoa is the most influential hospitality association in Spain — which, in turn, is the most admired country in world hospitality.
Six months ago they created an AI-based job portal, an innovative idea aimed at making job creation easier while raising the quality of employment in the sector. And they chose us to position and launch their most special product — the one generating the highest expectations.
The context is well known: hospitality employment is going through a reputation crisis — looked down on and, often, undervalued. So one strategic key to “selling” the new portal was to “revalue” the sector and this kind of work. And on top of that, the portal’s name, “Hostelan”, included a Basque term when more than 60% of the target audience doesn’t speak Basque.
With these two strategic keys on the table (or on the bar), we decided to create and launch a campaign that didn’t just offer jobs, but sought to build pride, belonging and value.
And all of it under a narrative platform that put the emphasis on the Basque word ‘lan’, which means work.“Find jobs that moLAN”.
And with a little natural intelligence we created the story and the copy. Then we complemented it with a drop of intelligence — the artificial kind — to finish the visual identity.
So we once again applied natural intelligence to the media strategy and the media-and-message mix, and the rest has been out on the streets of Gipuzkoa and across the networks of Meta & Company.
Writing copy that moLAN.
Illustrations that moLAN.
Like a good Michelin-Star dish, the preparation took months and the execution was fleeting yet intense and full of pleasure. Helping people land jobs that moLAN. Little things about our job that moLAN.
“MOLA!!!!!! What great work. I loved it. It's a pleasure working with you.”
