At a time when the gig economy is booming and 57.3 million Americans (36% of the workforce) are freelancing, a new campaign from freelance site Upwork reaches out to world leaders.

In its new 'Hey World' campaign, Upwork playfully raises its hand to offer freelance help to time-strapped or resource-strapped pop culture figures, business icons, institutions and political leaders – among them President Trump, Dwayne 'The Rock' Johnson, Game of Thrones author George R.R. Martin, Equifax and Nasa. The campaign – which brings to life the idea that Upwork freelancers are ready to help get stuff done for people who get stuff done – is the first by Upwork’s new creative agency Duncan Channon.

The campaign will run January 16 through March 25 in New York, Chicago and San Francisco. The multi-million dollar integrated campaign includes out of home (OOH) and animated digital videos produced with Gentleman Scholar, as well as radio and station takeovers at the all-digital Fulton Center in Lower Manhattan and San Francisco’s Montgomery Street station.

The campaign launches at a time when freelance workforce growth is outpacing overall US workforce growth by three times since 2014 and companies of all sizes are rethinking the way they source talent. Nearly half (48%) of US companies today are using flexible teams, with over 20% of the Fortune 500 now using Upwork to find and hire freelance talent.