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Rudi Anggono/John Parker/Dave Swartz, art directors
Evan Fry/Mike Lear/Natalie Wasmer/Bill Wright, writers
Curtis C. Chen/Wei-Hwa Huang, Google, designers
Bill Wright, creative director
Alex Bogusky, executive creative director
Curtis C. Chen, Google, programmer/producer
Rick Whittey, photographer
Robert Finkbeiner, illustrator
Sebastian Gray, art buyer
Google, development partner/client
Crispin Porter + Bogusky, ad agency
Google came to us with a problem: They receive thousands of resumes each day, but the vast majority are from unqualified applicants. They needed to attract the top IT graduates and professionals and weed out the rest. And do it all in a non-traditional Google sort-of-way. Planning revealed that these top computer science brains had one thing in common (besides an ungodly high IQ): they were all compulsive problem solvers. Based on that bit of insight, we put up billboards in Silicon Valley, Seattle and near the MIT, Harvard and University of Texas campuses, all posing a complex math problem. The correct answer took you online to an even harder puzzle. Solve that problem and you found out Google was very, very interested in talking to you about joining them. Print ads featuring challenging visual puzzles launched soon after. Anyone brilliant enough to figure out the answers was asked to send in a resume to Google, where it would go straight to the front of the line. Finally, The GLAT (Google Labs Aptitude Test) was inserted into various magazines and college newspapers. Answer the questions, send it in, and if you scored high enough, Google wanted to talk. This campaign generated about $850,000 in free media coverage, including stories on the ABC Nightly News and a feature on 60 Minutes. And a final total of about 2,400 really impressive resumes.
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