MI5 Apprenticeships campaign
Agency: Penna & Stafford Long
The challenge
MI5 wanted to promote their apprenticeships. In the process, they wanted to shake things up - challenge perceptions about who they typically employ and what kind of roles they offer. (Less James Bond and Oxbridge graduates, more all kinds of roles for all kinds of people.)
Busting myths about British Intelligence
The solution
The Art Director and I began looking for ways to demystify the opportunities. We glanced at social for inspiration, and decided on a glitchy, spoken word approach. After we arrived at three different personas for each video, I created the scripts and brochure copy that reflected our concept.
Brochure copy
