Campaign details

Brand: Department for Education
Client: Department for Education
Agency: M&C Saatchi

Executive Summary

We see on average 8 houses before putting an offer down, visit 3 different towns before deciding where to live and test drive an average of 5 cars before buying.

When it comes to the big decisions that affect our lives and futures, choice is an irrefutable right.

But when deciding what to do in life, society dictated there was really only one single path to being successful. The academic, University path.

This is a story about liberating the choices young people have for their future.

How a creative idea has opened up a world of possibilities for young people as they look ahead to life in front of them.

We turned being an Apprentice from a lesser, 'Plan B' choice into an active, aspirational choice.

Society tells us there is one path to glory