The Pitch

Agency: JD, Your Game Plan, JCDecaux, Meta, Channel 4, Clear Channel, Metro, D&AD
Client: The industry

Careers in our industry have notoriously only been accessible and welcoming to a select few. Our challenge was to try and attract students and recent school leavers to a career which they didn’t know existed, let alone had considered before. Easy, in theory, but we needed to get in front of 14-19-year-olds, especially in their digital worlds, and ask them if they’d ever considered the careers behind the ads they see. So, we deployed the industry’s skills and talents to help us advertise advertising. We created The Pitch, a UK-wide competition challenging students to devise a media and creative concept for a real-world ad campaign, creating a “try before you apply” approach to careers in media and advertising.