When choosing a career becomes an adventure
With its ‘Choose Your Character’ campaign, Banner is breaking new ground in how it engages with potential young talent. The company taps into the lived experience of a generation for whom digital experiences and gaming have long been an integral part of everyday life. The central idea: just as in a computer game, where different characters have their own individual abilities, every young person brings their own personal strengths, interests and talents to the table.
The campaign applies this principle to career choices and brings to life the diverse technical and commercial training opportunities at Banner in a contemporary way. Instead of traditional apprenticeship advertising, the company relies on playful visual language, opportunities for identification and a message that encourages young people to find their own path.
Award for a forward-thinking idea
This creative approach also impressed the expert jury at the CAESAR 2026: the ‘Choose Your Character’ campaign was awarded a bronze prize. For Banner, the award is a confirmation of its innovative approach to apprenticeship marketing and, at the same time, a visible sign of just how effective communication tailored to the target audience can be.
This success also highlights that modern recruitment of young talent goes far beyond simply advertising vacant apprenticeship places. It is crucial to show young people their prospects, address their individual potential and spark their enthusiasm for career development opportunities.
Supporting young talent as a social benefit
In view of the growing demand for skilled workers, the targeted recruitment and development of young talent is becoming increasingly important. Companies that invest early on in attractive apprenticeship programmes not only strengthen their own competitiveness but also make an important contribution to the economic sustainability of the region.
#schongenial – it’s brilliant when creative communication not only wins an award here, but also opens up new prospects for young people, thereby laying the foundations for the skilled workers of tomorrow.
