# Career Crushing Campaigns The Job.ru Print Ads Give Sound Advice By Meghan Young | Published 2011-11-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/job-ru References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/11/job-ru-fall/) & [instinct.ru](http://www.instinct.ru/) The job.ru ad campaign cleverly addresses the implausible, while also instilling a bit of fear that will hopefully help light a fire under unemployed individuals around the world to up their job-seeking game. With the tagline, "Don’t wait for a job to fall on you. Find your vacancy at job.ru," it also shows that people have to actively take hold of their own destinies and not wait on the sidelines for something to happen. Conceived and executed by Moscow-based [ad agency Instinct](https://www.trendhunter.com/trends/outdoor-advertising-campaign), the job.ru ad campaign takes the classic scenario of a [piano falling from a building](https://www.trendhunter.com/trends/kawai-pianos) and tweaks it to represent different career paths, such as construction workers and chefs. Fun and straightforward, it gets the message across loud and clear. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 49% | Activity: 22% | 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) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Active Job Seekers:** Opportunities for apps that motivate and gamify the job search process. - **Career Navigation:** Disruptive innovations in career coaching, mentoring and soft skills development. - **Job Marketing:** New approaches to job marketing, for example marketing through social media influencers. ### Where This Applies - **Advertising and Marketing:** Opportunities for ad agencies to create unique campaigns that address issues associated with job search and unemployment. - **Elearning and Development:** Opportunities for elearning platforms that offer career coaching, soft skills development and training on job seeking strategies. - **Human Resources:** Opportunities for HR professionals in building a company-wide narrative that fosters a culture of active job seeking and opportunity creation. ## Related on Trend Hunter - [Pizza Box Resumes](https://www.trendhunter.com/trends/reszames.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Interactive Recruitment Billboards](https://www.trendhunter.com/trends/recruitment-billboards.md) - [Lyrics-Inspired OOH Campaigns](https://www.trendhunter.com/trends/lyricsinspired-ooh-campaign.md) - [New Yorker-Approved Campaigns](https://www.trendhunter.com/trends/new-yorks-streeteasy.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md)