This campaign was designed to reposition HR software from a purely functional tool into something more aspirational - software that gives HR professionals the freedom to focus on meaningful, strategic work. This was one of Sidekick’s earliest print campaigns, created for CIPHR as part of a six-month advertising series running across UK HR and industry publications.
As an HR SaaS provider, CIPHR helps HR teams automate time-consuming administrative processes so they can spend more time supporting people, culture and business growth. The client had secured a series of full-page placements across monthly industry publications and needed a campaign platform that could evolve over multiple editions while consistently communicating the product’s value.
The challenge was not simply to explain software features. It was to create a campaign that emotionally connected with HR professionals and elevated the perception of what HR technology could enable.
Most HR software advertising focuses on efficiency. We chose to focus on empowerment. CIPHR’s automation tools remove repetitive administrative tasks from the working day, allowing HR managers to spend more time making strategic decisions and supporting their organisations in meaningful ways.
That insight led to the campaign line: “We take care of the ordinary, so you can be extraordinary.”
Rather than leading with product functionality, the creative reframed the software benefit into something more human and aspirational. The messaging positioned CIPHR not just as a platform, but as a partner helping HR professionals perform at their best.
With the messaging established, the next challenge was execution. The campaign needed to feel premium and visually distinctive, despite operating within a limited production budget that ruled out commissioning an original photography shoot.
Instead, we sourced a striking portrait series featuring extraordinary individuals and discovered an image that immediately captured the tone we wanted confident, memorable and full of personality. After contacting the photographer directly, we secured the image rights and built the campaign around it. The typography became equally important in bringing the creative to life.
We explored multiple typographic routes to ensure the design complemented the strength of the photography while maintaining clarity and impact in print. The final execution balanced bold visual storytelling with clean, confident messaging that stood out within crowded publication environments.
The campaign ran across a six-month period in targeted HR and industry publications throughout the UK, providing CIPHR with a consistent and recognisable brand presence. More importantly, it established a stronger emotional positioning for the business — shifting the conversation away from software features alone and towards the value HR professionals create when given the time and tools to focus on what matters most.
It remains one of our favourite examples of how a simple insight, executed clearly and confidently, can transform a functional proposition into something far more memorable.
