Recruiting young talent is always a challenge. But even most so, when the job description is no technical that most applicants do not know what it means. Using this insight, we have created a successful recruitment campaign for BAT, under the concept “Job Translators”. Three stand-up comedians translated the complicated job requirements in easy and fun language. This way, students and young graduates knew exactly what they were in for. The campaign included a series of videos, a smart mix of pay-per-click media and partnerships with students associations. The result? The one we committed ourselves to: 12 talented new employees.