Nui teamed up with Coverstaff, Aotearoa's largest Māori-owned recruitment agency, to shake up perceptions around casual work. Here’s how we did it.

Our mission: to redefine what casual work means. It’s not just a temporary job but a powerful way for people to find flexibility in their careers.

‍

What We Did 

1. Real People, Authentic Stories.

We kind of hate using stock images. So instead we worked with Coverstaff to showcase the authentic experiences of their (very real) candidates. From a busy mother needing flexible hours, to a musician chasing their dreams, we highlighted how casual work empowers individuals to work on their terms.

2. Genuine Content Creation: 

By collaborating directly with Coverstaff candidates, we created content that was relatable and anchored in their unique stories. This included capturing personal work experiences for social media and professional photography for Coverstaff's website. No stock photography, no AI generated images - just our team and some camera gear. 

3. Bold Messaging: "Casual is Anything But Casual"

This tagline quotes something that was mentioned by a member of the Coverstaff team when we first met them. "Casual is Anything But Casual" not only challenges stereotypes around casual work, and illustrated the mana in gaining a flexible career - it's also something their team actually believe. 

4. Impactful Results: 

The campaign didn’t just look good; it delivered. We built a more authentic brand image for Coverstaff, created relatable content that showcased real-life success stories, and provided unique visuals they now use across their marketing.

‍