Let’s get to work.

Assignment

Show the world Indeed is as empathetic, helpful, and human as its platform is big and powerful.

Problem

For many people within the LGBTQ+ community, especially nonbinary, intersex, and transgender people, pronouns are not just words. They represent identity, dignity, and the way someone moves through the world.

Spark

Everybody wants to be seen for who they are, yet many Americans remain uncomfortable using gender-neutral pronouns.

Insight

You can’t show what you can do until you can show up as who you really are.

Assignment

Show the world Indeed is as empathetic, helpful, and human as its platform is big and powerful.

Problem

More than 50 years after the Equal Pay Act, women are still paid less than men for the same work. Transparency can help close the gap, but people still treat pay as taboo.

Spark

The pandemic reinforced the importance of collectivism: shared progress requires people to move together, especially when the conversation is uncomfortable.

Insight

Changing one number takes the collective courage of the many.

Assignment

Position the Southern, family-owned gas station as the go-to convenience store during summer.

Problem

RaceTrac’s summer advertising had been centered around Sodapalooza, a beloved all-you-can-drink soda cup. Once the cups sold out, the brand had little left to say.

Spark

Whether it comes from the heat or the culture, Southerners carry a summer mindset all year long.

Insight

Born and raised in the South, RaceTrac knows summer better than the competition.

Assignment

Strengthen Dr Pepper’s association with college football.

Problem

Millions saw the Larry Culpepper commercials the year before, but many college football fans were still on the fence about the character.

Spark

College football fans use social media to stay close to the sport, increasingly investing in the players, backstories, rituals, and lore around each game.

Insight

Every great college football icon has a backstory fans respect and admire.