Dead are the old ways of work: – in-person 9-to-5 jobs. The traditional workforce was made up by workers from a different generation. Now, today’s, modern workforce has shifted to a hybrid approach with businesses leveraging remote talent, freelance workers, and technology.
Upwork understands the world has changed, with two-thirds of businesses set to increase their use of independent professionals in the next two years, according to its “Future Workforce Report.” As a result, Upwork launched its “This is How We Work Now” campaign to encourage workers to reinvent the way they work.
“We are in the midst of a ‘work awakening,’ where people around the world are innovating their careers and exploring new ways of working. This isn’t the future of work; it’s happening now,” said Melissa Waters, chief marketing officer at Upwork. “‘This is How We Work Now’ exposes the antiquated ‘rules of work’ as dead and naturally meets the moment alongside the businesses and professionals redefining work as we know it.”
The two-minute anthem film starts off in a traditional boardroom that most are likely familiar with from their own experiences. The board argued whether to go for freelancers or have “butts in seats,” which is when a CEO named Jack rises from the grave. He emphasizes that the old rules of work should "kick the bucket” because “the old ways of working are deader than me.”
The film then shows that remote independent professionals, full-timers and the people who hire them live together peacefully. The clip includes 15 different spots across five storylines featuring the next generation of work and career innovators.
The idea was to truly reflect the new world of work and Upwork’s own evolution in that light. Today’s work environment features a new generation of dynamic, skilled workers that that offers businesses an opportunity to re-imagine how they operate.
“This campaign celebrates a world of work where good talent and opportunity are abundant, and the fact that work is different, and better, than what it was before,” said Patrick Holly, executive creative director at Upwork.
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