Upwork Unveils New Anthem That Embraces “How We Work Now”
September 28 2022 - 9:00AM
Business Wire
The world’s work marketplace launches new brand
campaign
Today, Upwork, the world’s work marketplace, launched its latest
brand campaign to address one of the biggest changes in how we work
since the invention of the assembly line: the shift away from
full-time, in-person work to hybrid workforce models that leverage
remote talent. According to Upwork’s recent Future Workforce
Report, 72% of hiring managers agree that the pandemic increased
their comfort with hiring freelance talent. This is taking shape in
plans, with two-thirds of businesses set to increase their use of
independent professionals in the next two years. A declarative
statement of a new reality, "This Is How We Work Now" encourages
viewers to reinvent the way they work as the world around them
changes.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220928005188/en/
“We are in the midst of a ‘Work Awakening,’ where people around
the world are innovating their careers and exploring new ways of
working. This isn’t the future of work, it’s happening now,” said
Melissa Waters, chief marketing officer at Upwork. “Leading
companies realize that ‘whom’ you work with is a much more powerful
work transformation than ‘where’ work gets done. At the same time,
skilled talent are finding the freedom to work on their own terms.
‘This is How We Work Now’ exposes the antiquated ‘rules of work’ as
dead and naturally meets the moment alongside the businesses and
professionals redefining work as we know it.”
Reinforcing Upwork’s brand belief that work should free human
potential instead of limit it, the two-minute anthem film
emphasizes the new ways of working that have emerged over the last
few years, boldly declaring the old rules of work are dead – quite
literally. It opens in a traditional boardroom where a CEO named
Jack McDichael rises from the grave to share his realization that,
just because the old rules of work were a good idea in the past, it
doesn’t mean they serve the needs of businesses and workers today.
The spot highlights the glorious now, where remote independent
professionals, full-timers, and the people who hire them live in
harmony.
“For this campaign, we set out to make something that reflects
not only the new world of work but also Upwork’s evolution,” said
Patrick Holly, executive creative director at Upwork. “Our brand
has grown in tandem with, and arguably ahead of, the pulse of
professional culture, so we want to do our part to lead whomever we
can into a better way of working. This campaign celebrates a world
of work where good talent and opportunity are abundant, and the
fact that work is different, and better, than what it was
before.”
Beyond the two-minute musical, “This Is How We Work Now”
includes 15 different spots across five unique storylines in which
Jack espouses many of the ways Upwork benefits the next generation
of work and career innovators. World-renowned director and Czech
filmmaker Ivan Zacharias of Smuggler directed the campaign, which
Upwork developed in partnership with its lead creative agency, Alto
New York.
The campaign launches with a significant media plan across
linear TV, CTV, OLV, streaming audio, digital, and social today,
September 28.
About Upwork
Upwork is the world’s work marketplace. We serve everyone from
one-person startups to over 30% of the Fortune 100 with a powerful,
trust-driven platform that enables companies and talent to work
together in new ways that unlock their potential. Our talent
community earned over $3.3 billion on Upwork in 2021 across more
than 10,000 skills in categories including website & app
development, creative & design, customer support, finance &
accounting, consulting, and operations. Learn more at upwork.com
and join us on LinkedIn, Twitter, Facebook, Instagram, and
TikTok.
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version on businesswire.com: https://www.businesswire.com/news/home/20220928005188/en/
Elisabeth Copper press@upwork.com
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