Department for Business, Energy and Industrial Strategy

Laura Trendall (Head of Campaigns)

FCB Inferno *Lead Agency

Vicki Holgate (Executive Planning Director)
Julie Lagan (Digital Strategy Director)
Matthew Scott (Senior Data Strategist)
Sharon Jiggins (Managing Director)
Olivia Clarkson (Senior Account Director)
Greg Mullen (Creative Director)
Alastair Mills (Creative Director)

Mindshare UK

Rosie Kitson (Media Strategy Director)

This campaign has driven demand for apprenticeships amongst a population who significantly undervalued them. Through a combination of qualitative research, decision science and powerful creativity, we devised an innovative campaign that inspired highly sceptical young people to do something that they wouldn't previous have considered. The campaign launched at the end of May 2016 and by September 2016 it had driven an additional 93K applications, exceeding the annual target in its first 4 months.