Rabota – Complain and Download.
 

Brief: Re-launch a jobtech platform in a highly competitive market dominated by well-established players.

Insight: People constantly complain about their jobs but rarely take action—30% of surveyed users said they wanted to change jobs but hadn’t done so.

Idea: Enduring and complaining is absurd, when a better job is just a tap away.

Story: Showcasing a series of relatable and humorous situations where characters endure increasingly unbearable—pushed to the point of absurdity—working conditions.

Media: TV and OLV.

Results: Rabota.ru skyrocketed to #2 in the App Store's Business category within just two weeks of the campaign launch.