The legislation governing labour hire in Victoria was changing, with stronger licensing requirements and tougher checks on both businesses and operators across many industries. The changes were designed to raise standards and make sure all labour hire businesses operate professionally and meet their obligations.

With labour hire spanning a broad range of industries, from meat processing and security to cleaning and horticulture, the challenge was to communicate these changes simply and clearly, and let operators know these changes are serious.

The creative made it clear: Labour hire must measure up. Using a bold, graphic visual language of tape measures, calipers and other measurement tools, we let the industries know they will be checked, measured and held accountable to the new standards.

A bespoke illustration style was created for the Labour Hire Authority brand, giving the campaign a distinctive visual identity while reflecting the practical, hands-on nature of the industries it speaks to. The flexible system also allowed us to tailor the tools and visual context to different industries and audiences.

The idea was also taken across radio, using the distinctive sounds of different workplaces to make each execution click with those that work there. The campaign launched across outdoor, radio, digital and social, giving labour hire businesses a clear and memorable reminder that they must measure up.