'Have you got what it takes?'

Department for Education pitch. When we got invited to pitch for the DfE's new teaching campaign, our approach was clear. There's no point pretending - teaching is hard. So who better to convince you that it's worth doing than the people who need you the most? We developed a bold, brave campaign that put pupils at its heart and offered up the challenge - have you got what it takes? Sadly it didn't win us the account. But it did win us the respect of everyone in the room.