# Serene Recruitment Campaigns Mirum Helsinki Launched the Wilderness-Themed 'Creative Essence' Ad By Grace Mahas | Published 2019-08-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/creative-essence References: [thedrum](https://www.thedrum.com/creative-works/project/mirum-what-does-creativity-smell) & [mirumagency](https://www.mirumagency.com/en/country/finland) Mirum Helsinki, a global creative agency, recently debuted its new brand 'Creative Essence' in a serene, [wilderness-themed campaign](https://www.trendhunter.com/trends/the-perfumery) to attract more talent in an unconventional way. The campaign features an intriguing new aroma that has an unusual ingredient -- sweat. This symbolizes the creative essence necessary to create beautiful and elaborate advertisements, and each employee from the agency has donated a drop of their sweat "in hopes of 'seducing' brand new colleagues." To obtain some of the [limited-edition perfume](https://www.trendhunter.com/trends/perfumer-extraordinaire), Mirum Helsinki wants applicants to submit their resumes and portfolios onto the campaign website. If the company finds you to be a potential fit for Mirum Helsinki, they will send you one sample of the [sweat infused Creative Essence](https://www.trendhunter.com/trends/free-yourself) samples as an official invitation to meet with a representative from the company. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 19% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Immersive Recruitment Campaigns:** Opportunity to create engaging and unconventional recruitment campaigns that captivate potential talent. - **Personal Branding:** Opportunity to develop unique and memorable employer brands that resonate with candidates. - **Experiential Marketing:** Opportunity to leverage sensory experiences to connect with potential recruits and leave a lasting impression. ### Sectors Adopting This - **Creative Agencies:** Opportunity for creative agencies to differentiate themselves by offering innovative recruitment experiences. - **Fragrance Industry:** Opportunity for fragrance companies to collaborate with brands on unique scent creations for marketing campaigns. - **Tech Startups:** Opportunity for tech startups to use unconventional marketing strategies to attract top talent in a competitive job market. ## Related on Trend Hunter - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Neuroscientific Bodycare Campaigns](https://www.trendhunter.com/trends/scent-alchemy.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Interactive Job-Centric Campaigns](https://www.trendhunter.com/trends/the-coolest-job-on-earth.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Employee Fragrance Campaigns](https://www.trendhunter.com/trends/lidl-fragrance-campaign.md)