AIRBUS
FIND YOUR PATH TO HELICOPTERS
What if the path into aviation didn't have to start with an engineering degree?
When Airbus Helicopters needed to reach entirely new talent pools, we helped reimagine who could belong in the industry, and where great careers can begin.
THE CHALLENGE
Airbus is a globally recognised aviation brand, but its helicopter division faced a critical recruitment challenge. Thousands of Mechanical and Technician roles needed filling across manufacturing sites in France and Germany, yet local talent pools were exhausted. Many qualified candidates were already within Airbus, while others lived beyond commuting distance. Compounding this was a perception problem. Helicopter manufacturing was seen as highly specialised and inaccessible without formal aerospace experience.
To meet its hiring targets, Airbus needed to rethink who could belong in the industry. The business challenge was not just to raise awareness, but to unlock new talent by redefining suitability around transferable skills, craft and potential.
THE APPROACH
We took an insight-led, human-centred approach, starting by listening to Airbus Helicopters employees. A clear truth emerged. Many had arrived via unexpected career paths, moving from roles such as car mechanics, watchmakers, bakers and painters into aviation. Their success was driven by precision, technical skill and pride in craft, not formal aerospace experience.
This insight shaped Find Your Path to Helicopters. We reframed recruitment around progression rather than experience, pairing before and after professions to show how skills transfer between worlds. From fixing wheels to fixing rotor blades. From counting every second to every second counts. These journeys were brought to life through bold, cinematic visuals crafted from the Airbus image library.
THE IMPACT
The campaign shifted perceptions of helicopter manufacturing and delivered clear recruitment impact. By showing that a career at Airbus Helicopters can begin anywhere, we broadened the talent pool, increased consideration and drove strong application volumes at a critical moment for the business.
The strength of the creative craft underpinning the work was also recognised by the industry, with the campaign shortlisted at the RAD Awards 2026 in the Excellence in Craft category.
631K
impressions across social and mobile
8K+
redirects to the Airbus careers site
1.5K+
applicants during the campaign period