EY school leaver campaign — You’re more ready than you think
Awards: RAD Award Winner 2019 & 2020
University or Apprenticeship? With so many career options available, how do young adults decide which is the right career path to take?
Challenge:
EY wanted to launch a campaign to coincide with National Apprenticeship Week, to educate and give school leavers the confidence to make an informed decision on which route into work is right for them.
Creative concept:
‘You’re more ready than you think’
Solution:
The campaign needed to appeal to 14 year olds and upwards, insight had shown that this age responded best to imagery.
To achieve engagement, we created various educational activations. We used a playful meme style visual language paired with snappy copy, that this audience could relate to. We also paired this with user generated content from those who had already made their choices.
Educational content included jargon busters from EY apprentices, real stories, advice and experiences from recent EY grads and apprentices and inside knowledge from the experts on how to get ahead of the competition. The campaign was rolled out across targeted social channels such as Instagram stories, Twitter, Facebook, YouTube, Buzzfeed as well as a mircosite.
The campaign was rolled out across targeted social channels that the audience could relate to (Instagram stories, Twitter, Facebook,YouTube, Buzzfeed). Role: Art direction and design
Project completed at MSL
