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A campaign promoting CareerBuilder features hardened criminals using their expertise for good. The print ads show people like Osama and Hannibal being productive members of society. Though that may seem impossible, the ads show them doing it very effectively. Osama is seen working as a demolition expert while the ads show Hannibal working as a butcher. Accompanying these visuals is text that states “The right job keeps you out of trouble.”
The ads were designed by students at the Miami Ad School in São Paulo, Brazil. Miami Ad School’s promotion seems to be targeting a younger male demographic by using characters like Osama and Hannibal. The campaign promotes CareerBuilder very well by showing how destructive tendencies can be transformed into productive ones.