Propac Internship

In 2023, we wanted to elevate our summer internship program by creating a structured experience that would be challenging and rewarding—with a clear way to measure achievements—and build buzz at university marketing programs for our future classes of interns.

The concept behind our 360° program was ‘Be a Game Changer’—an inspiring call-to-action intended to drive our interns further along their career paths as they experienced their first real world journey into advertising.

To activate the program, we developed a suite of print, swag, apparel and digital/social media pieces across two strategic phases: before (recruitment) and during (celebration/future recruitment). Visually, the recruitment part of the campaign featured fun, stylized images of current Propac employees with energetic graphics that captured the Gen-Z persona.

Injecting a dose of friendly rivalry and a touch of gamification, we introduced a 50+ badge system adorned with department and achievement-based icons, each symbolizing different facets of Propac’s prowess. Every accomplished task earned participants a badge, contributing to the coveted title of the Biggest Game Changer. To intensify the stakes, we crowned the winner with our first-ever $1,000 scholarship, a rewarding boost toward their educational journey.

The program was a huge success internally and with the interns themselves, and has laid the groundwork for next summer’s class of recruits.