In the space of just two months, and with significant shortages in the labor market, Hudson’s Bay aimed to recruit 200 new employees for two new department stores. Hudson’s Bay called in La Plume Media to develop a creative concept that radiated courage and suited the core values of Hudson’s Bay. La Plume Media, in turn, devised Blind Auditions where aspiring employees could audition at one of the two new forthcoming department stores. The applicants were welcomed by an enthusiastic DJ and hostesses and were led through a beautifully lit show-hall to a fitting room. The fitting room contained a large clock, counting down one minute. Within that minute, applicants were able to make their pitch to an invisible, three-member panel. The panel had no knowledge of the applicant: no name, age, gender or resume, and… they weren’t able to see the applicant! After one minute of pitching, the panel used lights to indicate whether they wanted to hire the applicant or not: more than 1 green light meant go straight to the employment contract interview. It was an honest, fast way of applying for a job that required courage from applicants, but equally from the employer. La Plume Media came up with the concept, collaborated with the Hudson’s Bay social media agency on the promotion, wrote the press release, developed the flyers, posters and banners and was responsible for the venue decor and implementation of the concept on site.