“Become You”: AMS Youth Campaign for Career Orientation Support
With “Become You.”, the AMS focuses on the question of which career path truly suits young people. The campaign makes the AMS services Berufsinfomat, Berufskompass and personal counselling at the BIZ visible and accompanies young people in choosing their next step.
Johannes Kopf, Executive Board Member of AMS Austria: “Currently, over 64,000 people under 25 are registered with the AMS because they are unemployed or in training. This group is particularly important to us because young people need a task and perspective quickly – the sooner they enter work or training, the better their entry into professional life will be.”
Christine Juen, Head of Communications, AMS Austria: “‘Become You.’ translates career orientation into clear, actionable steps: Ask the Berufsinfomat questions online, test interests with the Berufskompass and speak personally with counsellors at the BIZ, free of charge and nationwide.”
Campaign Concept and Implementation
Six visuals show different career paths and deliberately play with changes of perspective: One motif, several outfits – one person, many possibilities. Unusual poses and wordplay invite people to view professions from different angles.
Dominik J. Berghofer, Creative Team Lead of the ARGE and Senior Account Director at Bacon & Bold: “The campaign picks up on youth colloquial language, for example with Hackler or Hustler, and plays with double meanings such as BioHacker or BugHunter.”
The campaign runs until 9 November nationwide on various social media platforms, digital platforms and DOOH and can also be heard on the radio. The campaign is accompanied by influencer collaborations with @hicksmarvinn, @lisaueb and @brudermedin on Instagram and TikTok.
The ARGE Bacon & Bold and Heidlmair Kommunikation is responsible for concept and creative work. Production was carried out together with BESTHE. dentsu Austria is responsible for media planning.
About Bacon & Bold
Bacon & Bold was founded in 2016 in Vienna and Linz and is today one of the leading social-first agencies in Austria. With around 20 specialists, the agency develops digital campaigns, brand strategies and data-driven content formats for companies from industry, retail and the public sector.
About Heidlmair Kommunikation
The branding and design agency was founded by Gerhard Heidlmair in 1991 in Linz. Since 2003, there has been an additional location in Vienna, and since 2025 in Graz. 15 experts conceive and produce holistic brand strategies including employer branding and employee communication.
Press contact
Dominik J. Berghofer
Senior Account Director
Bacon & Bold
+43 664 429 10 92
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