By 2020 America will have a 2 million deficit of engineers. ExxonMobil hires a lot of these engineers.. so we decided to go after teens and tell them that engineering is an awesome profession they should get into and it pretty much covers everything they they love to do in the world. The things they take for granted every day would be gone and life would look completely different- ultimately the world would suck.
To do that we launched an integrated campaign which consisted of tv, online videos among a larger digital and social campaign.
Director: Steve Miller
BE AN ENGINEER TUMBLR
The videos along with Memes, Gifs and other content lived on the Tumblr page. In the first 3 months the posts were shared over 50k times.