Almost all creative genius is born out of collaboration. Whether artists are influenced by or directly working with others, no piece of art has come from thin air. This is the heart of modern advertising and this is the heart of DDB. Bill Bernbach revolutionized the field of creative advertising by having art directors and copywriters figure the work out as a team because he knew just this: all great art is created together.
DDB Chicago wanted to refresh their onboarding process for new hires in a way that matched the inspiring and innovative environment that DDB has to offer. Thus, Bernstock was developed to be used as a means to integrate the collaborative feeling of music festivals into the work environment on a new employee's first day.
soundcheck
Soundcheck occurs before you arrive at DDB. New hires will receive a postcard in the mail before their start date to build excitement. The postcard will include the company manifesto, as well as a code for a Spotify playlist that was curated for their first day. New hires will also be sent an easily accessible Apple/Android wallet link with a QR code that will allow entry into the building.
opening act
The Opening Act begins on the first day. New hires will be sent a link to an interactive "lineup" that includes each current DDB Chicago employee and the department under which they work, as well as a short bio about them and how to contact them.
headliner
The Headliner occurs once the new hire reaches their desk. Each desk will be equipped with festival swag —– some useful for the onboarding process and some just for fun. The Setlist is a schedule of coffee dates, curated by your new mentor. The Fan Mail Box is a box full of written advice, anecdotes, helpful tips, etc. from coworkers. The Best of Bernstock is a booklet, resembling an album insert, containing the most iconic and inspiring DDB advertisements. The VIP Badge is your means of entering the building everyday. The map will help with navigation around the big, confusing office and the t-shirt will help with building a community.
art director: mingyo lee
copywriter: anna jacobs
copywriter: anna jacobs