Step into a museum of outdated workplaces with this new JLL campaign

Global real estate services company Jones Lang LaSalle (JLL) has unveiled a new campaign critiquing outdated workplace settings.

The campaign aims to address modern workplace issues and encourage potential tenants to partner with the company for solutions. 

As part of the campaign, JLL has released a humorous film that takes viewers on a museum tour, highlighting issues such as noise distractions, erratic temperatures, misleading sustainability practices, and inconvenient access to basic amenities.

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It also demonstrates how these outdated conditions can harm a company's bottom line, hinder talent retention, and undermine environmental efforts.

The campaign is further supported by EDMs, guides, and a dedicated website, all urging businesses to avoid reverting to inadequate office spaces and instead, invest in innovative, effective workplace environments.

The campaign leans into humour to engage audiences and highlight the absurdity of outdated office settings, setting JLL aside from other corporate real estate advertising, it said in a statement.  

At the same time, it taps into a trending topic to stay topical and relevant and humanises the messaging by acknowledging that HR managers, CEOs, and the LinkedIn business community are all people at the end of the day. 

“At JLL, our offices embody our research-backed, people-first philosophy. Located near transport hubs and amenities, our spaces cater to diverse employee needs with quiet zones, collaborative areas, and biophilic elements such as natural light and greenery. Smart technology for lighting and climate control boosts efficiency. These optimised environments demonstrate the benefits of supportive workplaces – benefits we aim to deliver to our clients," said Carryn Francis, marketing director, markets advisory, APAC, JLL. 

The campaign was created in collaboration with BLKJ Havas.  

“BLKJ Havas collaborated closely with us from the get-go, conducting in-depth interviews with clients and brokers to gather key insights for our campaign. Their unique, human approach towards corporate real estate advertising unconventionally combines humour and topicality, offering a fresh perspective on the challenges organisations face today. By capturing the evolving needs of the modern workforce, their work delivers our message in a relatable, impactful manner while entertaining the business community," said Francis. 

The campaign also comes on the back of JLL's proprietary intelligence research which demonstrates that one in five employees believe noise and lack of privacy for virtual calls are barriers to working in the office. Additionally, it found that 77% of APAC corporate real estate professionals affirm that the office remains central to their organisation’s long-term strategy

"Our new campaign takes a refreshingly honest and witty approach to the workplace challenges we all recognise. By humorously spotlighting these outdated issues, we're highlighting JLL’s innovative solutions that truly enhance productivity and well-being. Yes, we are addressing the business community, and we definitely mean business. But can we also deliver a chuckle while striking a chord with them? Absolutely," said Fiona Huang, general manager, BLKJ Havas. 

"From gaining insights into the business to taking bold steps with us – moving away from the usual jargon and embracing a more human approach – we’re fortunate to have clients who share this vision. Their trust and active involvement have been essential in nailing it," added Huang. 

Last year, JLL named Laura Vallis its new head of communications.

In her role, Vallis is responsible for leading the company's global integrated strategy, implementation and delivery of communications to employees, partners and external audiences. She reports to chief marketing officer Siddharth Taparia and will be based in New York.

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