The Go Ahead Group (GAG) were struggling to be seen by 18-35 year olds and shrug off a male dominated driver image. Traditional creative approaches and internal challenges were stopping the brand moving forwards. STK were trusted in taking the brand into the unknown, to create an ad for a younger, more diverse, Gen-Z audience.

Using our own research and insight to uncover genuine audience motivations, this shaped and developed our approach that would see the brand talk to this audience in a way they never had done before.