Case FILM · Social
Xpertize Academy
A three-stage programme — explainer videos, web series and reality TV — connecting candidates and companies, under the Challenge Fund.
- Challenge Fund winner
- 3 phases
- 3 cycles × 10 shows
- 30+ pieces of content
- Talents with 1M+ followers
01 Context
The Challenge Fund backs programmes that create real jobs. Xpertize Academy, a winner of the fund, tackles a double deadlock: companies struggling to recruit the right profiles, and candidates who don't know how to make themselves visible. The ambition: to move both forward, on screen.
02 Approach
A three-stage programme, each stage feeding the next. First, engage companies through explainer videos fronted by Mustapha Swinga (“Aji Tfhem”). Then engage candidates with a web series about recruitment, carried by Rabii Skalli and Fatima Zahra Qanboua — over a million followers each. Finally, capitalise: Xpertize Academy, Morocco's first recruitment reality show — coaching workshops, HR interviews, confessionals.
03 Delivery
Punchline designed and produced the programme's full architecture: three cycles of ten shows, over thirty pieces of content — explainer videos, web-series episodes, academy shows and behind-the-scenes — a digital candidate-recruitment funnel, and the media activation plan to drive the audience.
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