This campaign for Applied Materials needed to speak to its employees and managers across the globe. The goal was tto showcase Applied Materials as an innovative and challenging place to work that that also encourages their employees to be creative in their careers.
The overall strategy of this campaign was to speak to employees in a personalized way and to encourage employees to think about their careers creatively and build development into their every day routines.
A key element of personalization was the use of doodles. The doodles spoke to each person’s spark of creativity and the power of the individual. The doodles initially took the idea of Applied’s products and transformed them into fun, creative expressions, while maintaining a serious side. In addition, doodles are approachable and they represent the start of how a company like Applied innovates. They can come from anyone and anywhere at anytime.
Applied Materials’ corporate strategy—Escape Velocity—was also woven into the campaign by using its signature icon, a rocketship. The rocketship represents breaking barriers at a company and individual level.
