When LinkedIn prepared for their annual Talent Connect 2025 event in San Diego, they wanted to surprise attendees with a campaign that perfectly embodied the spirit of recruiting. The search for that one-in-a-million candidate known in HR slang as the Purple Squirrel.
SCPS Unlimited partnered with Edelman and LinkedIn to transform that concept into a tangible collectible that would spark joy, conversation, and viral buzz.
SOLUTION
LinkedIn’s brief was simple in words, but bold in execution: “Create a purple squirrel character…and make 100 of them… in just three weeks.”
With no existing design to start from, the SCPS team sprang into action by developing a character concept, modeling, and prototyping within the first week.
We crafted a playful, approachable squirrel hugging a branded acorn with the LinkedIn logo, balancing personality with professional polish. The design needed to be instantly recognizable, photogenic, and production-ready for rapid fabrication.
TECHNICAL DETAILS:
- PRODUCTION METHOD: Utilized direct color 3D printing to fabricate 100 Purple Squirrels within a tight three-week window.
. - EFFICIENCY: This technique allowed for full-color output without hand painting, maximizing speed, consistency, and scalability..
.
- QUALITY CONTROL: Each piece was inspected and polished to ensure smooth surfaces and vibrant color fidelity.
.
- DELIVERY: All units were carefully packed and shipped overnight to San Diego, arriving just in time for the event launch..
EXECUTION
Once hidden around the Talent Connect venue, the Purple Squirrels quickly became a sensation. Attendees eagerly searched for them, sharing discoveries, selfies, and stories across LinkedIn and other social platforms.
The collectibles served as icebreakers, conversation starters, and keepsakes, creating organic networking moments perfectly aligned with LinkedIn’s mission to connect professionals.
The response was overwhelmingly positive. HR leaders celebrated the clever tie-in, and social feeds lit up with photos of proud “finders.” What began as an inside HR term evolved into a viral symbol of connection and creativity. Proof that even a corporate conference can deliver surprise, delight, and shareable joy.
