This Fall Index is My Passport Share: Homepage ltd Score Awaiting client review n/a Date Published 25 October 2018 Reading Time 1-Minute Read Digital campaign with a goal to attract students to apply Philip Morris International’s travel program and a trip to Bologna coverage. About the Project Many international and local companies in Serbia are trying to attract young, ambitious people as their future employees. However, there are not many examples of programs that are based on unexpected experience combined with culture and education. Solution In order to get closer to the student population, potential job candidates, we created an integrated campaign, during which the students generated the content that has touch points with Philip Morris’s key behaviors. The best 20 students were awarded a trip to Bologna, the oldest university center, where they visited the headquarters of one of the most modern company’s factories. Our team followed them and created a documentary which was later used in order to attract new candidates and position PMI as one of the most desirable employers in Serbia.