Calco
No industry is being reshaped by AI as quickly as IT. Yet many IT professionals are still being trained as if the world is standing still.
That is why Calco introduced The Do Academy: a top level IT training programme for talent with the right mindset. You do not learn from books or in classrooms, but mainly by doing. And you get paid while you train. That is why the online campaign centres around one clear message: you learn IT by doing.
Agency
team5pm
Role & responsibilities
set up the collaboration, from first conversation to agreement
account lead on client relationship, process and growth
briefing and directing creative and execution teams
coordination of planning, processes and delivery
A campaign for doers
The campaign revolves around mindset. Skills can be learned, but the willingness to deviate from the mold must already be within you. That is why we developed a campaign that taps into doubt, social pressure, and external expectations. Through relatable situations, we show that Calco specifically seeks people who do not blindly follow the beaten path, but dare to write their own script.
The campaign was rolled out with one leading hero video and a series of platform-specific assets for YouTube, TikTok, Meta, Reddit, and Google Ads, among others. In this way, the new positioning was not only communicated but also made visible at various points in the journey.