Linkedin Launches First-Ever Brand Campaign for Linkedin Premium

Feb. 29, 2024

LinkedIn, the world’s largest professional network, partnered with Park Pictures, Cartel, and The Mill to launch the first-ever brand campaign for LinkedIn Premium. Grounded in the belief that LinkedIn Premium offers professionals a smarter way to unlock opportunities, LinkedIn launched "That’s Premium." Launched last week and running through mid-March, the campaign will be featured across connected TV, paid social, paid digital, online video, and creators.

The campaign underscores LinkedIn’s commitment to providing tangible solutions for professionals at every stage of their careers. In addition, it reinforces LinkedIn’s position as a vital resource for career development. Central to the campaign are three highly cinematic and memorable films directed by the Cannes Grand Prix-winning filmmaker Terence Neale of Park Pictures and made in partnership with editor Leo Scott of Cartel and post-production house The Mill. Each film uses whimsical metaphors and a bit of unexpected storytelling to showcase the unique features of LinkedIn Premium and how they can help anyone stand out and get ahead.

In a time when 85% of professionals in the US are considering changing jobs this year, LinkedIn Premium subscribers gain value from tools such as Top Applicant Jobs and LinkedIn Learning. In fact, LinkedIn Premium subscribers are 2.6 times more likely to get hired on average. These tools help guide professionals to excel in their current jobs and provide insights into the opportunities for which they have the skills and confidence to stand out. They also enable access to a wider scope of resources and learning courses to help their professional development and accelerate their next career move.

The campaign spotlights real-life career experiences faced in everyone’s professional journey. The film "Office" tells the story of a member whose role wasn’t a great fit and who uses LinkedIn Premium to find a job that is. On the other hand, "Presentation" tells the story of a member slowly and painfully losing her audience in a presentation, only to pull it back together with the help of LinkedIn Learning, which is part of the LinkedIn Premium experience. Lastly, "Interview" tells the story of a member who figured out how to stand out in a job interview with the help of LinkedIn Premium’s AI-powered job search.

Director Terence Neale further explained: 

"I feel a strong connection to the idea of being in a situation where I feel out of place, awkward human interactions are probably more the norm for me than feeling comfortable, so the idea really resonated with me. It was a good opportunity for me to create a slightly surreal world with performances that reflect the feeling of the all too common imposter syndrome."

 

Matt Pascuzzi, Creative Director at The Mill added:

"Collaborating with Director Terence Neale and EP Rozanne Rocha-Gray was a highlight. Their leadership and vision set the tone for our project. The artistic contributions of Cinematographer Kaname Onoyama and Production Designer Pirra, along with the efficient management of our First AD, Jim Cole, significantly enhanced our visual narrative. The entire crew's talent, ease, and camaraderie fostered a positive and productive environment, making every aspect of this project a pleasure. It was a privilege to be part of this harmonious effort, where each contribution played a crucial role in realizing our creative goals."