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FCB Inferno support Get In and Go Far apprenticeship campaign

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When it comes to taking that first step onto the career ladder, apprenticeships generally come a distant second to university, which is a real shame considering apprenticeships offer real world, paid working experience to young people from all backgrounds.

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To combat this, the UK government has launched a new advertising campaign to encourage more young people to choose an apprenticeship, supporting their commitment to create three million apprenticeships by 2020. To promote the program, FCB Inferno has developed a batch of creative works to support the multi-channel “Get In Go Far” campaign, which aim to motivate young audiences to see apprenticeships as a credible route into employment, and show the variety of sectors apprenticeships are now available in, including engineering, law and finance.

Get In Go Far

Get in Go Far is a cross-Government campaign being run by the Department for Business, Innovation and Skills (BIS). It has been launched with a run of television adverts for the first six weeks and will also run across social, VOD, supported by print, digital, display, mobile and OOH. BIS will be running in-house PR, stakeholder and partnership marketing. The four year campaign targets young people aged between 14 -24, their parents, teachers and employers, and is an evolution of the 2014 campaign, which also involved a creative execution from FCB Inferno.

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Get In Go Far focuses on 13 real life apprentices proudly telling their own stories as they experience work for the first time in observational style documentary films, also featuring their families and friends. We see them at work, discussing their experience with family and friends, and talking to the camera about the rewards of apprenticeships.

Forty days of filming was edited by Envy post production to create ten 20 second teasers, six 30 second TVCs and five 3 minute online films, as well as stills for four 6 sheets and four 48 sheets. FCB Inferno chose more dramatic style photography, by Alex Teffler, for OOH to give a hyper reality to the style, in the manner of TV box-set advertising.

 

Interviews

The candidates for the films were selected from hundreds of genuine talented apprentices across the country to show young people how an apprenticeship can give them the skills and experience they need to land their dream job. The talented young people landed work in top firms including IBM, JCB and Sellafield and will see their faces on billboards and television screens across the UK. To celebrate the campaign, apprentices everywhere are being encouraged to share selfies and video clips of themselves at work on social media.

The young stars were chosen from a list of hundreds of candidates and full casting method was applied, via phone, Skype and face to face, working with the video filming production agency, Firecracker. The first TV ads aired last Sunday (May 15) during League Super Sunday and Britain’s Got Talent, and will continue to run throughout the summer as the campaign gains momentum.

Sharon Jiggins, Managing Director at FCB Inferno, said: “Young people have an affinity for their own and this campaign is designed to motivate all audiences to see apprenticeships as reputable and highly sought after. We are very proud of this work that gives young people a viable alternative to university, opening up lots more opportunities for them.”

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