Concept
We brought together UPS and the timeless influence of the Notorious B.I.G. to create a recruiting campaign as bold and unforgettable as Biggie himself. The campaign centered around his iconic lyric, “Don’t be mad, UPS is hiring,” transforming it into a culturally resonant call for job applicants. This collaboration connected the legacy of hip-hop with UPS’s reputation for reliability and growth, targeting a new generation of talent.

Shirt Collection
The collection featured shirts with the UPS logo alongside Biggie’s famous quote, “Don’t be mad, UPS is hiring,” paired with imagery from the Christopher Wallace estate. This redefined traditional recruiting by offering stylish, statement-making pieces that celebrated both UPS’s brand and Biggie’s lasting cultural impact.

Custom Packaging
Each shirt came in custom-designed UPS packaging, combining the company’s commitment to excellence with Biggie’s timeless appeal. The packaging elevated the shirts into collectible items that reinforced the recruiting message while creating a memorable unboxing experience.

Promo Video/App
The campaign included a retro-inspired, low-poly, PlayStation 1-era virtual lookbook. This playful throwback showcased the shirts, their design details, and the campaign’s message, “UPS is hiring.” The unique visuals appealed to younger audiences while honoring Biggie’s legacy, creating an interactive and engaging way for potential recruits to connect with the brand.

The Vision
This campaign used the cultural significance of Biggie’s music to make UPS’s recruitment efforts bold and relevant. By tying the company’s message to one of hip-hop’s most influential figures, we positioned UPS as more than just a workplace—it became a cultural movement. The campaign attracted new talent by tapping into shared values of ambition, opportunity, and pride, delivered in a fresh, innovative way.