Title | It all starts with skills |
Agency | M&C Saatchi Group |
Campaign | It all starts with skills |
Advertiser | Department for Education |
Brand | Department for Education |
Date of First Broadcast/Publication | 2024 / 1 |
Business Sector | Government & Other Authorities |
Philosophy | The Department for Education (DfE) has today unveiled a major, multichannel Skills for Life campaign, ‘It all starts with skills’, which aims to inspire young people, adults and businesses to make the most of their potential. The push was developed in partnership with M&C Saatchi. Under the overarching Skills for Life brand, the new campaign acts as a rallying cry to encourage more people and employers to take advantage of the wide range of technical qualifications and training opportunities available to progress careers and grow businesses. The DfE has partnered with M&C Saatchi to develop the multichannel campaign which, for the first time, targets three key audiences at once: young people aged 14 to 19 and their influencers (such as teachers and parents), SME employer decision makers and employees, and adults aged 24 to 59. The campaign aims to capture hearts and minds amongst these audiences by tapping into the universal truth that we all have potential, but it will remain just that unless we do something with it. A motivating 40-second film, directed by Vincent René-Lortie (the director behind the acclaimed OSCAR® shortlisted short film Invincible) through The Corner Shop, shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills. Talent featured in the emotive campaign includes real people who are just starting out, looking to switch or considering switching careers or looking to grow their business through a range of technical qualifications, training and skills. |
Media Type | Television |
Length | |
Production Company | The Corner Shop |
Online Studio | Absolute Post |
Creative Partner | Guy Bradbury |
Creative Team | Holly Sutton-Williams |
Creative Team | Dan Lacey |
Managing Partner | Christian Davis |
Senior Account Director | Imogen Walkden |
Account Director | Isabella Forbes |
Senior Account Manager | Brydie Heaphy |
Senior Account Manager | Evie Nagy |
Account Manager | Zizzy Lugg-Williams |
Trainee Account Manager | Sonia Khanna |
Head of Strategy | Sophie Lean |
Senior Strategist | Shaun Okoh |
Producer | Ashley Williams |
Project Director | Duncan Collins |
Project Director | Sophie Freeman |
Digital Producer | Kevin Katende |
Advertising Manager | Chloe Saklow |
Advertising Manager | Laurence Russ |
Advertising Manager | Louise Silous-Holt |
Advertising Manager | Dawn Hirst |
Advertising Manager | Laura Tiplady |
Advertising Manager | Lisa Hopper |
Advertising Manager | Naomi Balaam |
Advertising Manager | Janina Smith |
Advertising Manager | Claire Russell |
Advertising Manager | Jennifer Gallagher |
Advertising Manager | Poppy Morgan |
Advertising Manager | Clare Carter |
Advertising Manager | Elina Svantesson |
Advertising Manager | Max Davey |
Director | Vincent René-Lortie |
Director of Photography (DOP) | Magnus Joenck |
Executive Producer | Tess Mitchell |
Producer | Ellie Fry |
Post Production | Work Editorial |
Editor | Martin Leroy |
Colorist | Matt Turner |
Sound Engineer | Jack Sedgwick |
Sound | King Lear |
Music Supervision | Lizz Harman |
Music Supervision | DLMDD |
Music Composer | Theo Vidgen |
Stills | Picture Club |
Photographer | Ben Stockley |
Retoucher | Dennis Tuffnell |
Media Agency | SMRS |
Lead Client Partner | Charlotte Rock |
Client Partner | Zoltan Ferenczy |
Senior Client Manager | Robyn Brown |
Client Manager | Adam Nicholson |
Marketing Consultant | Rachel Empson |