The ChatGPT Billboard

Artificial intelligence is reshaping the workplace, raising both questions and anxiety. Yet some jobs remain irreplaceable, especially in construction and technical fields where human skills can’t be automated.

Impact, a recruitment agency for construction and technical roles, wanted to remind people of the essential value and real talent of these workers.

By hijacking the topic on everyone’s mind, we created a giant poster interacting with a building under construction, challenging AI to finish the job. A task only real workers can do.

At the same time, we launched a social media campaign built around satisfying viral videos, reinforcing the message that these workers are essential and truly skilled.