Walmart – Job on the Shelf

What It Is

"Job on the Shelf" was an innovative and socially responsible project developed in partnership with Walmart and DDB, at a critical time when unemployment affected 12.7% of the Brazilian population. The initiative transformed everyday consumer products into recruitment platforms, creating a product line where each item came with a job offer printed on the label. Interested customers could simply scan a QR code with their smartphones to view details of available positions and apply. For example, a shampoo bottle displayed a pharmacy attendant position, while a milk carton presented an opportunity as a perishable products assistant. This innovative, Cannes-winning project created a unique bridge between physical retail and digital recruitment.

Responsibilities:

• Collaboration in developing the creative concept that united consumer products with job opportunities, creating an innovative solution to a relevant social problem.
• Coordination of the technical implementation of the QR code system and the digital platform that connected candidates to available positions.
• Management of the production of customized labels for different product categories, ensuring relevance between the product and the position offered.
• Alignment with Walmart's human resources teams to ensure advertised positions were updated and the application process was efficient.
• Supervision of the campaign implementation in stores, including training sales teams to guide customers about the initiative.
• Collaboration with marketing and communication teams to promote the initiative and maximize its reach and social impact.

Campaign Details:

Highlights:

• Development of an innovative solution that transformed a social challenge (high unemployment) into an opportunity for brand engagement and positive impact.
• Creation of a "matchmaking" system that connected specific products to related positions, increasing relevance and interest from potential candidates.
• Implementation of accessible technology (QR codes) that allowed anyone with a smartphone to apply for positions, democratizing access to opportunities.
• Establishment of a new paradigm for retail recruitment, using the store's physical space and the products themselves as communication channels.

Results:

• International recognition with an award at the Cannes Festival, highlighting the innovative character and social impact of the initiative.
• Significant increase in the number of applications for positions at Walmart, expanding the pool of talent available to the company.
• Strengthening Walmart's image as a socially responsible company committed to the economic development of the communities where it operates.
• Generation of spontaneous media coverage and social media buzz, extending the campaign's reach beyond the physical store environment.
• Establishment of a reference case for using technology and creativity to solve social challenges, inspiring similar initiatives in other sectors.