The Lesser-spotted Surveyor

Bidwells is a property consultancy founded in 1839. Their long history is a mixed blessing, with some competitors portraying Bidwells as stuck in the past and out-of-touch. We were tasked with creating an advertisement for an extremely niche role – a Rural Diversification and Development Surveyor – that would challenge this perception.

The chosen concept played on both the misperception of the company and the style of the magazine in which the advertisement appeared – Land and Business magazine. The double page spread, running in the display pages, was designed in the style of an old bird-spotting handbook – “The Bidwells Book of Rare Species” with the copy following the same theme and focusing on the “extreme rarity” of this particular species of Surveyor.

Bidwells successfully appointed. It also garnered great praise from both existing employees and external competitors who were surprised and impressed by Bidwell’s creativity and humour in tackling this challenging project. Winning Best Print Advertisement at the CIPD Recruitment Marketing Awards was an added bonus.