Background
Brief
The Department for Children, Schools and Families (DCSF) asked us to promote Modern Foreign Languages to 13-14-year olds over the six months that preceed choosing GCSE subjects.
Solution
Understanding the importance of up-to-the-minute content, our insight came from an emerging Flickr trend: teenagers uploading photographs of bedrooms and tagging the items within them. With this in mind, we created ads based on three European teens, with one ad per teen per month, for six months.
The ads encouraged exploration of the bedrooms, which were decorated with items from specific interests, such as skating, dancing, and football. Many of these items were also tagged. By clicking on them, descriptions and links would appear in that teen's own language, with the links going to a variety of youth-culture interests -- from YouTube music videos to street fashion blogs. And, each month, the bedrooms gradually changed to reflect events and upheavels in the teens' lives.