Educating Yorkshire
OMD UK
Client: Channel 4
In it’s honour, we wanted to unleash the very thing that made the show the show. Them. The kids. We didn’t need a strategy. They were the strategy. So, we hired them. We headed up t’ West Yorkshire, to explain how marketing works to the kids. Alas, it was soon clear the students were the masters – teaching us what would earn theirs & everyone else’s attention. We threw out our lesson plan, from then on they were in control, no filters and no adult rewrites. From directing the TV trailer, to penning the creative, to directing our media placements, we gave the teenagers the reigns. We didn’t market to young people, we marketed with them.