FNV Horeca is advocating for better wages and working conditions in the hospitality sector, but many young individuals working in the industry are unaware of this. Moreover, unions are often seen as dull, gray, and old-fashioned, right? We developed a cross-media campaign for the upcoming collective labor agreement (cao) negotiations. The primary objective is to gather input from both hospitality employees – both union members and non-members – and empower them to have a voice in collective labor agreement negotiations. We came up with a unique advertising character, Tigo the Hospitality Tiger. As a diligent worker who cares about the sector, Tigo urges his 400,000 fellow hospitality tigers to share their opinions on important sectoral topics. Tigo directly addresses the concept of self-appreciation. The more you value yourself, the more willing you are to stand up for yourself.
'Truman is creative and occasionally pushes the boundaries to come up with innovative ideas, ultimately resulting in a very valuable and sustainable campaign.'