MassDOT / Build Your Journey
Our team was tasked with raising awareness of the MassDOT Highway Division as a great career option, especially for civil engineering. Public sector jobs sometimes don’t have the best reputation, but MassDOT’s culture fosters a strong sense of community and purpose and aligns with what Gen Z workers want in a job. Current employees also highlighted work-life balance and job stability as a best-kept secret.
The “Build Your Journey” campaign featured real MassDOT employees sharing how they built their unique paths at MassDOT, showing our audience that there’s more opportunity in the public sector than one might think. MassDOT supports each team member in building their career as they envision it. Whether you’re seeking advancement, stability, camaraderie, or work-life balance, this is your road ahead. This is where you get to build your journey.
The 8-week campaign included paid search, Meta ads, and programmatic display, leading to 42M impressions, 33K clicks, 5.8K conversions, and 286 quality applicants. MassDOT continues to use the landing page, campaign assets, and copy to further their recruitment efforts beyond the campaign.
Role: Executive Creative Director
Director of Video and Motion: Taylor Toole
Senior Art Director: Mackenzie Waldron
Copywriter: Nick Prout, Ted Ryan
Producer: Hillary O’Rourke
Creative Director: Jim Antonellis