German Folding Carton Industry Association – Employer Branding Campaign
Better Box Up
Have you unpacked something today? Frozen spinach, retinol, painkillers?
We use this product every day, yet rarely know its name: the folding carton. And yet this invisible all-rounder — and the industry behind it — has a great deal to offer, especially as an employer.
The German Folding Carton Industry Association (Fachverband Faltschachtel-Industrie e.V.) therefore faced a twofold challenge: boosting the industry’s image nationwide, while at the same time attracting skilled workers, apprentices, and career changers locally at its member companies. The solution was a bold employer-branding campaign that can be seamlessly translated into tailored initiatives for each individual company.
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Future-proof. Diverse. Relevant.
Folding cartons are indispensable to our everyday lives, a packaging material of the future — and behind them are professions as diverse as the cartons themselves. Until now, only those already working in the field were aware of this. The campaign changes that by letting those very people have their say.
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We unpack what’s inside the industry!
“BETTER BOX UP” brings real momentum: with a strong visual language, vibrant colors, and bold typography, the campaign tells the story of an industry that is many things — but definitely not monotonous.
Future-proof. Diverse. Relevant.
Folding cartons are indispensable to our everyday lives, a packaging material of the future — and behind them are professions as diverse as the cartons themselves. Until now, only those already working in the field were aware of this. The campaign changes that by letting those very people have their say.
We unpack what’s inside the industry!
“BETTER BOX UP” brings real momentum: with a strong visual language, vibrant colors, and bold typography, the campaign tells the story of an industry that is many things — but definitely not monotonous.
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Social Media
To bring the campaign to life, six testimonials were filmed, sharing authentic stories on Instagram, TikTok, and YouTube. The videos feature apprentices who chose the industry for its future security, variety, and sustainability, showcase the success story of a career changer, and highlight how it’s possible to build a career as early as your mid-twenties.
Social Media
To bring the campaign to life, six testimonials were filmed, sharing authentic stories on Instagram, TikTok, and YouTube. The videos feature apprentices who chose the industry for its future security, variety, and sustainability, showcase the success story of a career changer, and highlight how it’s possible to build a career as early as your mid-twenties.
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Member Companies
Through out-of-home media, a wide range of activations, and giveaways, member companies were equipped with a comprehensive set of measures to bring the campaign to life on site and attract local talent. The result: both nationwide and locally, the industry is being perceived in a new way — as a modern, diverse, and relevant employer.
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Member Companies
Through out-of-home media, a wide range of activations, and giveaways, member companies were equipped with a comprehensive set of measures to bring the campaign to life on site and attract local talent. The result: both nationwide and locally, the industry is being perceived in a new way — as a modern, diverse, and relevant employer.
