The exciting thing about this challenge is the need to attract a wide range of identified audiences – from ex-gang members to parent-returners – the vast majority of whom will never have considered construction as a career option, yet alone an aspiration. So we need our audiences to recognise themselves in the campaign and we need to tell stories that excite them about the possibilities.
I AM BUILDING
Building is such a positive and versatile word – whether you’re using literally or figuratively. It can be personal (career, skills, experiences), or it can be bigger picture (communities, amenities, houses, society). So whatever our audiences want to build, we can help open the door.
The job: Concept & Art Direction
Filming & editing: Sebastian Whyte
Agency: TMP WORLDWIDE UK