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.

Our Make Your Move film played a pivotal role in helping Brighton & Hove Buses and Metrobus take Gold at the UK Bus Awards. A recruitment brief that needed impact with a specific audience was delivered with precision to pull in a new wave of drivers into the industry, including more female applicants than ever before.

“The team at STK were a delight to work with, not just for their vast creativity and expertise, but for their collaborative and optimistic approach to our brief. This campaign entered new territory for our company, and the team delivered an idea and extremely high-quality film that won us a Gold at the UK Bus Awards.” Michael Hammond - Marketing Manager