SEEK finds Tarzan and Dorothy to spotlight AI job-matching in playful campaign

SEEK has launched a major brand campaign across Australia and New Zealand aimed at showing job seekers how its AI-powered platform can match them with the right job, even if they don’t yet know what that is.

Created by Droga5 ANZ, part of Accenture Song, the campaign takes a humorous twist on origin stories, featuring fictional characters like Tarzan and Dorothy long before they became the King of the Jungle or the girl from Kansas who made it to Oz. The creative centres on the idea that everyone, even icons, needs a little help finding their calling.

The campaign builds on SEEK’s long-running brand platform ‘SEEK and you shall find’ and reinforces the platform’s core message: better matching through smarter technology. It launched over the weekend across TV, online video, cinema, outdoor, radio and social, with media handled by UM Australia, UM New Zealand and SEEK’s internal team.

Maryanne Tsiatsias, SEEK’s chief marketing officer for APAC, said the goal was to inject a fresh perspective into the job-seeking journey while celebrating the platform’s advanced matching capabilities.

“We know how important it is for Australians and New Zealanders to find the right job,” Tsiatsias said. “With our enhanced AI-powered search and match functionality, we’re almost six times more likely to find the right match - and we wanted to bring that to life in a fun, entertaining way.”

The campaign was directed by Taso Alexander via Revolver and will roll out in stages with more characters to follow. Droga5’s executive creative directors Joe Sibley and Hugh Gurney said the concept was designed to be as entertaining as it is informative.

“We wanted to make something memorable, expandable and unmistakably SEEK,” they said. “It’s well branded, tells you everything you need to know, and doesn’t sacrifice on fun.”

The launch comes as SEEK continues to invest in product innovation and platform personalisation, positioning itself as the region’s most trusted employment marketplace.