A new calling for Monster

After shifting creative responsibilities from Brand Content to BBDO in September, Monster.com has launched a new global campaign with the tagline, "Your calling is calling."

The campaign kicks off with two commercials airing in the US and the UK that reposition the job site as a resource not just for finding a new job but also for "the achievement of life goals," writes BrandWeek.

The campaign includes TV, print, outdoor, radio, and online advertising. Yet at the front of the campaign are four TV commercials airing in eight global markets that express the idea that "when work is good, life is good."

With only eight weeks to launch the campaign, BBDO turned to four celebrated commercial directors to shoot the ads: Frank Budgen, Daniel Kleinman, Rupert Sanders, and Nicolai Fugslig.

Monster did not reveal its budget; it spent $155 million on measured media last year.