Lots of people can't wait to receive a 'gold watch' when their career is over. But luckily there are also people who feel like their career has already ended, when the only thing waiting for them at the end of the (production) line is a symbol of time ticking away. So to recruit new people for Reaal Insurance we took that insight and made come to life. We handed out hundreds of 'gold watches' with the message: 'Is this really what you're working for? Or do you prefer to take your career in your own direction?' And it clearly worked. The campaign generated lots of pr and attracted the employees we were looking for.