LinkedIn has launched a new social-first campaign to assist Gen Z in navigating the UK job market.

Created by VCCP, the campaign, titled ‘Got Itchy Feet?’, consists of three different ads.

Directed by Jennifer Sheridan through Girl & Bear, the campaign focuses on young workers’ desire to explore new job opportunities.

“We needed something that would immediately capture attention. The concept of a brightly-socked foot representing the owner’s inner thoughts felt like a fresh, unexpected approach—one that’s both humorous and informative,” said Matt Lloyd, creative director at VCCP.

“We also loved that Jennifer, the director, wanted to make it all happen for real, without any tricks or special effects. Just your own foot, speaking to you in your ear, reminding you that you could be somewhere else.”

The campaign also features TikTok influencers Elfried Samba, Charlotte Mair, Oliver Yonchev, Ndubuisi Uchea, and Molly Johnson-Jones.

Meanwhile, the ads will be rolled out across LinkedIn, Meta, and YouTube.

Zara Easton, Head of Brand Marketing, LinkedIn UK said: “Getting ‘itchy feet’ – that nagging feeling that you want to see what else is out there – definitely rings true for Gen Z professionals.”