Laura Robertson
Secret dossiers and in-game advertising for the intelligence services
The "Careers. On a need to know basis" dossier is a recruitment pack like no other. Linking directly to the work of GCHQ, it creatively plays with blacked out documents, photographs and blueprints to give potential recruits a real feel for the dynamism and vibrancy of the organisation - and a sense of the great training and career path on offer.
As far as briefs go, everyone involved in the games project knew this could be something really special - the chance to engage with the target audience in a channel they had no expectations of being contacted through. The cut-through achieved in using highly-targeted video games elevated what would have been a notable account to the status of global news, garnering press coverage and significantly boosting graduate applications.
The people behind the projects
Laura Robertson is an Account Director and Kate Clemens is a Digital Media Producer, they are based in Bristol and work for TMP on the GCHQ account.