The Opportunity

The world of work was evolving, yet traditional norms—like the rigid 9-to-5 schedule and the necessity of a physical office—remained deeply ingrained. Upwork recognized an opportunity to challenge these outdated ideas and position itself as the definitive platform for modern, flexible work. The challenge was to spark a cultural shift that would redefine how businesses and talent connect in the digital age.

The Idea

Launch a bold, provocative brand campaign that flips the script on traditional work culture and showcases Upwork as the ultimate destination for remote talent.

Many businesses needed a nudge to break free from outdated work norms—so who better to announce that the old ways of working are dead than an undead CEO, Jack? We partnered with Alto and director Ivan Zachariáš to create a multi-channel campaign featuring a series of memorable spots where Jack humorously reveals that the old rules of work were entirely made up.

At the heart of the campaign was a catchy song and creative storytelling, challenging the necessity of physical offices and rigid schedules while urging businesses and workers to embrace a more flexible future. This message was amplified across broadcast, paid media, digital, and social platforms, ensuring widespread reach with a lighthearted yet thought-provoking tone.