Future Made

Art Direction
Branding
Campaign Creative
Motion

CITB

Creative Director

A national campaign for the Construction Industry Training Board (CITB) aimed at challenging the perception of what it means to work in construction and promoting the diverse career opportunities available.

Changing the perception of a career in construction

Future Made is a campaign that addresses the perception problem faced by the UK construction industry. The goal was to give a new generation a new set of role models.

The campaign focuses on young ambassadors who are actively building their lives in construction, and finding their own version of happiness.

An outdated image problem leads to a major recruitment challenge

Not enough of the right kinds of talent are considering a career in construction. At the root of that lies a massive image problem. To most people it's all hi-viz, hard hats and working class white guys, despite the fact that the modern reality could not be further away.

Future Made is an attempt at changing perceptions, targeting Gen-Z and using like minded role models to showcase the varied possible experiences a career in construction can provide – and the happiness it affords, whatever that means to you.

A fresh aesthetic that resonates with the audience & reflect the industry

We intentionally used design trends more associated with street wear brands to grab the attention of our target audience. If it looked too much like construction, it would be ignored. But if it looks like the brands they're into – we stood a much better chance of the content being viewed.

The colour palette was directly pulled from different hi-vis colours you can get – this sat nicely with the modern style, while staying true to the industry. We used texture, rips and other assets to further enforce the construction connection, without labouring the point... [pun intended].

Statistics that support the strategy

Our campaign beta test delivered 11m impressions across social with a view-through rate of 7% (from a government benchmark of 2.8%). It reached 70% of all UK 14-18 year olds, smashing government engagement benchmarks to change perceptions of construction.

70 %

The campaign reached 70% of all 14-18 year olds within the UK

7 %

With a view-through rate of 7% (smashing the government benchmark of 2.8%)