Spitball locked into a number of key differentiators within their Employee Value Proposition to set iCIMS apart with both functional and emotional messaging. Woven into the center of the campaign was Ike, the Spitball created mascot, who represented the iCIMS mantra of “Hire Expectations.” The visual tone was meant to express “the sky’s the limit” for all those tired of dead-end jobs and daily commuting grind to NYC.