Upwork announced its new campaign, titled “This is How We Work,” a series of videos that dives into the revolutionizing world of remote work, with the company noting that there is a great transition happening as more workers remain remote and businesses can turn to freelancers and independent professionals to thrive.
According to a news release issued recently, Upwork announced it is kicking off a new brand campaign to highlight the ongoing shift from office to remote work, pointing out in its Future Workforce 2022 Report that the shift from office work to remote or hybrid work is the biggest change in employment since the assembly line. The company also noted in the release, referencing the report, that 72% of hiring managers agreed that the pandemic eased their fears about hiring freelance workers and more businesses are opting to hire independent workers as more people work remotely.
“We are in the midst of a ‘work awakening,’ where people around the world are innovating their careers and exploring new ways of working,” said Upwork Chief Marketing Officer Melissa Waters. “This isn’t the future of work, it’s happening now. 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.”
Moreover, in the release, Upwork pointed out that old office methods are outdated and the new era of hybrid and remote work is upon us, creating an environment where independent freelancers, remote professionals and employers come together to work as one unit. Patrick Holly, Upwork’s executive creative director, noted in the release that this is highlighted in the company’s new campaign.
“For this campaign, we set out to make something that reflects not only the new world of work but also Upwork’s evolution,” he said in the release. “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.”
According to the release, the campaign features a two-minute long musical paired with 15 spots featuring five individual stories where lead character Jack spotlights what Upwork means to today’s workers as well as workers in the future.
Upwork developed the series with Alto New York, according to the release, and it was directed by Czech filmmaker Ivan Zacharias.