Last summer we had the opportunity to pitch for the QA Apprenticeships Summer campaign again. This time the brief was larger & more encompassing than before. QA Apprenticeships wanted to look into higher-spend display advertising, along with a view to make ‘IT cool’.
The basic idea of the campaign was to show the target audience, that other young people similar to them were doing apprenticeships and doing well from it. Either by having started a successful career, being paid a wage rather than accumulating debt or learning valuable skills. Each advert was to feature a real QA Apprentice, in an aspirational situation.
The campaign went over around 3 months and adverts were displayed in/on buses, tubes and trains across the Thames Valley. Below are some original concept scamps, through to final artwork and photos of in-situ advertising.