Certho wanted to promote their Services, in simple but clever way.
I took the brief literally and focused on actually metters, what they provide for there clients, professional recruitment solutions.
My idea was to make an complex “math” formula, with favorable factors, unfavorable reasons, advantages and disadvantages that creates an anology of an impossible solution, on these case the “perfect” person for the job.
To contradict with this anology, the copy was very important, and says everything.
“leave this complicated formulas, we have the right solution”
Project Advertising for a HR Magazine
Art direction Catarina Alves Costa
Concept Jorge Lopes
Design Jorge Lopes