Probably one of the most exciting campaign I ever worked for. First of all, teasing-campaigns are always fun, but this one even more! The challenge was to attract and target developers and make them curious about us (while still being undercover). And most of all, we wanted to talk to them in a specific language only they understand, and expose the real struggles they have by often working in small start-ups.
So, what seemed to me a "anti start-ups" campaign first, with a mysterious #TakeTheExit and many guerilla actions, ended up being an amazing recruiting campaign for the next biggest software company: Metro|nom. This way, people would have a totally new approach and opinion about the brand Metro, they would trust its reliability and discover their new vision for the future.