Department for Education and The Masked Singer

Client: Department for Education

For the Government's 'Do Something Big' drive, DfE and ITV took a Masked Singer Piranha out of the studio and into a real Essex nursery - and made early-years recruitment impossible to ignore. Shot in half a day for £300k the three-part series swapped the show's spectacle for the energy, warmth and unpredictability of the job itself. It earned a perfect 5.9 System1 Star Rating, moved 56% of viewers to consider a career in the sector and beat its 1.4m paid-view guarantee at 1.66m.