SEEK, Australia’s leading employment marketplace, has unveiled Santa Claus as the latest character in its ongoing brand campaign, created with Droga5 ANZ, part of Accenture Song. The new spot, set to debut during this weekend’s AFL Grand Final, reimagines Santa before he became the world’s most famous gift-giver — searching for his perfect job match with SEEK’s AI-powered search and match technology.
Maryanne Tsiatsias, SEEK’s chief marketing officer for APAC, explained the choice: “Santa is one of the most iconic seasonal workers in the world, and by including him in our campaign we’re shining a light on the wide range of opportunities available on SEEK — whether you’re looking for a full-time career move, or a second job to get you through the festive season.”
The campaign builds on a teaser initiative executed by Adhesive PR, which generated 145 media clips and reached more than 25 million people. By spotlighting seasonal job opportunities, it tapped into a timely trend: according to SEEK, 52% of Australians intend to take on a second job this year.
Santa’s arrival continues SEEK’s creative storytelling approach, which has previously featured characters like Tarzan, Dorothy, and the Tooth Fairy before they discovered their “true calling.” The idea, say Droga5 ANZ executive creative directors Joe Sibley and Hugh Gurney, is to combine instant recognition with a message about finding the right job: “Characters like Santa bring entertainment and familiarity, while also reinforcing SEEK’s role as the place to find your best match.”
The new creative will roll out across multiple platforms including television, outdoor, radio, online video, search, social, and SEEK-owned channels in both Australia and New Zealand.
