Dan Cullen-Shute Chief Executive Officer & Co-Founder


"Class Polish, an absurd product to highlight the very real fact that, on average, people from a working-class background earn £6,000 less than their middle-class peers.

We sent Class Polish to MPs, CEOs and the media to drive action. But, like any new product, we needed a campaign. So, we launched Class Polish in a film shown in cinemas, supported by cleverly crafted OOH, tactfully placed in city business districts, print and social posts.

The campaign saw unprecedented attention for the charity. Social engagement was up by 874%, the campaign was featured in The Guardian and The Times, as well as on Sky News and the BBC and there was a 70% increase in employers reporting their Class Pay Gap."


  • Social Mobility FoundationClient
  • Adam SingodiaD.O.P
  • Adi HussainCreative
  • Alex GregoryGrade
  • Cormac BanksPhotographer
  • Elspeth WatsonCreative
  • Emily EnglandArt Director
  • Emily NewsonHair & Make Up
  • Esteban GimpelewiczGaffer
  • Fern BradyTalent
  • George HaywardEditor
  • Hannah Berry GeorgeFilm Director
  • Harry MooreHead of Content
  • Jack CookSound Recordist
  • Jack MaltbySound Engineer/Designer
  • Jenika HadipourStrategist
  • Lilly AlterAgency Producer
  • Lynne McKennaWardrobe
  • Mad Cow FilmsProduction Company
  • Misha EtimRunner
  • Olivia LynchProduction Company Producer
  • Pete ChambersExecutive Producer
  • Samuel MarrEditor
  • Sophie Kenny1st AD
  • T-Shirt DaveScreenprinter
  • Tane StevensProduction Manager
  • Theodore PaganoJingle
  • Tim GreenCreative
  • W CommunicationsPR
  • WavemakerMedia
  • * Creative Circle, Creative Foundation & The UK Creative Festival
  • * Stu OuthwaiteChief Creative Officer
  • * Dan Cullen-ShuteChief Executive Officer
  • * CreatureAdvertising Agency
  • * Ben MiddletonChief Creative Officer
  • * John OsborneSenior Creative
  • * Nelta KasparianProduction Coordinator
  • * Kelly TaylorNew Business Director

Dan Cullen-Shute was recognised as an Industry Influencer on 5th January 2016

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Dan Cullen-Shute has been a Contributor since 5th January 2016.

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