Apprenticeships had been seen as the inferior option to University. The truth is, it takes a lot of guts to go straight out there into the real world. So we created a campaign to showcase the raw energy and attitude that helps sets apprentices apart.
The aim is to shift young people's perceptions of what's possible and inspire them to fire up a career of their own.
The campaign spans TV, outdoor, online, social, plus a YouTube content series that culminated with a music video. Check it out below.
The second phase saw us team up with Jamal Edwards MBE to challenge 7 apprentices to help record, produce, and launch an exclusive grime track and music video. 
The track has been aired on BBC Radio 1Xtra and Rinse FM since it came out. 
Click here to watch the 'making of' episodes and check out the finished promo underneath.
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