The ‘Get on the move, become a bus driver’ campaign aims at direct response. The target audience is known to make career choices on impulse. After sending a text message, people immediately receive a pre-recorded call back from a GVB recruiter who answers the most relevant questions concerning pay, holidays, etc. As a result of the campaign, which centered mostly on outdoor and public transport advertising in Amsterdam, the GVB received more than 1.900 job applications. Photography: Jouk Oosterhof.