Creative Brief

All eyes are on Los Angeles as it faces urgent climate change challenges, such as extreme weather, severe drought, and sea-level rise. In response, LA regional utilities are leading the way in building equitable water access and resilient water supplies through water recycling innovation.

Committed to supporting these utilities and the communities they serve, Brown and Caldwell (BC) invested in hiring engineers, project managers, and other staff to support the projects needed to achieve the region’s objectives. While an opportunity to work on career-defining projects, grow your career quickly, and leave a legacy on the future of the water industry is an easy sell; hiring talent in downtown LA in the post-pandemic labor market proved difficult.

Our communications and marketing team needed to take this effort to the next level. We developed a mood board/design theme inspired by LA's sun, art-deco architecture, and laid-back style. Playing off Tinseltown, we coined our messaging theme for the campaign, “Dream Sequence,” a technique used for storytelling in movies. With the theme and design complete, it was time for lights, camera, action! "La La Land is calling," we said. "Now is the time to find your #dreamjob, right here in Los Angeles.”

By focusing the campaign’s storytelling on the LA water projects, project team member’s perspectives, and the culture of the local LA office team, we achieved our hiring goal with no turnover. By the end of the campaign, we shattered our views and engagement goals throughout internal and external communication channels used.