Three years ago, PricewaterhouseCoopers set us an interesting challenge. They asked for a creative concept for their new graduate recruitment roadshow, which would set them apart from rival firms and corporations, all searching for the year’s most talented graduates.

Before Highway 101 could begin to explore the options for the campaign, there were a number of requirements that we had to meet: the tagline “be who you want to be” was to be continued from the previous year’s campaign, the budget was restricted and all corporate guidelines had to be met.

Rather than follow a traditional conservative corporate theme, Highway 101 created a campaign based on thought-providing images of employees, emphasising a sense of fun and humanity, especially important when aiming at the (primarily) younger market. Most importantly, we wanted potential Graduate recruits to appreciate the opportunities and flexibility available to them when joining a global firm that valued its people.

The campaign included a series of national print advertisements, posters, t-shirts, brochure and a 4 minute promotional film. That first year, PwC reported that the campaign was an unprecedented success, far exceeding the results of previous years. A record number of graduates applied for 382 positions, with an impressive acceptance rate of 87%. The campaign also won PwC the 2006 National HR Award for Best Graduate Intake Campaign.

In 2007, Highway 101 recommended that rather than producing a brochure, we produce a magazine, speaking directly to the graduates. This magazine was given the 2007 award for Best Printed Materials by the Australian Association of Graduate Employers.

In 2008, the campaign has taken another major step forward, with a ‘green’ theme, reflecting the firm’s environmental awareness. The magazine has also gained in size and stature - now, it has ‘grown’ to 64 pages and contains paid advertisements for the first time.