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. Weird but it works.
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.
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.
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.
