Unboxed Resumes
Client: Bornholms Kildevand Work: Concept development, Project management, Creative campaign execution
Bornholms Kildevand turned its packaging into CVs, helping restaurants find seasonal staff and young people secure extra income. The campaign sold out quickly and generated 220,000 organic impressions with a 26% engagement rate.
Challenge
December is one of the busiest times of the year for the restaurant and hospitality industry. For a small Danish premium water brand, breaking through in retail is already a challenge—doing so during Christmas is nearly impossible. Bornholms Kildevand needed a way to stand out, not by competing on noise, but by creating genuine value.
Solution
Instead of shouting louder, we flipped the script and chose to give something back. Acknowledging the acute shortage of staff during the holiday season, we connected two urgent needs: employers looking for seasonal workers and young people searching for extra income.
We redesigned Bornholms Kildevand’s packaging to feature the CVs of job-seeking youth with relevant experience. Each box became more than a product—it became a direct connection between restaurants and potential staff. By turning water packaging into a recruiting channel, we delivered a meaningful campaign rooted in purpose.
Result
The initiative was an instant success. The special edition boxes with CVs sold out quickly, while the campaign gained remarkable traction online. On LinkedIn alone, it reached over 220,000 organic impressions and achieved an extraordinary 26% engagement rate—unheard of for a retail campaign.
Unboxed Resumes not only positioned Bornholms Kildevand as a brand with a purpose but also solved a real seasonal challenge for both employers and job seekers.
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Reach out, we’re always up for a good idea!
Nina Hørlyk Langlide
CCO & Partner
nina@nexusone.dk
+45 53 60 34 00
Villy Gravengaard
CEO & Partner
villy@nexusone.dk
+45 20 85 93 90
Jonas Brock
CTO, Partner
jonas@nexusone.dk
+45 51 39 30 50
