I oversaw the hiring of Upwork's first advertising agency and closely collaborated on our Hey World! campaign which won best brand campaign for the 2018 Drum Awards and resulted in a 40% lift in registration and 17 point increase in aided awareness over three years. The concept was to go big and show how freelancers can help solve some of the timely issues businesses are faced with.
Project Scope:
Brand & Design Strategy
User Research
Broadcast & Video
Out of Home
Radio

Executive Creative Director, Upwork: Jonathan Cofer
Director of Brand, Upwork: Kevin Bechtel
Ad Agency: Duncan Channon
Back to Top