What we did

Toohey’s, Stone & Wood, Four Pillars gin, Hahn Superdry, James Squire – just a few of the brands we’re all familiar with (perhaps too familiar sometimes). We needed to develop an employer brand that captured the energy and pace of an organisation that offers exciting, out-of-the-ordinary careers.

‘Don’t settle for ordinary’ was born – an Employer Brand that felt as vibrant and inspiring as the people behind the scenes. Our creative direction explored the connection between Lion’s people and products combining them to create ‘people in the product’ hero imagesthat symbolised the seamless connection between Lion’s team and their much-loved brands.

To bring it to life we created a bank of content that would be both striking and authentic. We kicked off with an in-studio stills shoot, where we captured the essence of Lion’s people in engaging portraits that tied them directly to the products they create and represent. These hero images captured the essence of the employee experience and the consumer-facing brands employees would work on.

Next, we worked closely with Lion’s employees on an epic 2-day shoot. We visited Lion’s head office and the historic Tooheys Brewery, capturing high-energy video and stills footage for the Employer Brand video, employee stories, and a full library of candid, reportage-style imagery.

We developed all the content and imagery which was rolled out across the new careers site along with external and internal comms to ensure a consistent, engaging message that resonated with both current and future employees alike.

Visit the Lion careers site here www.lioncareers.com

Application completion rate vs. average of 11%

Number of talent community sign-ups after just 1 month