I was the writer and creative director on this prestigious piece of HM Government business from pitch to delivery. The brief was to encourage more UK businesses to export their goods and services, with research suggesting that many were daunted by the prospect. (And this was PRE Brexit, lol.)
My idea was to have real exporting heroes rally their peers to the cause with the line, 'IF WE CAN, YOU CAN'.
We interviewed entrepreneurs the length and breadth of the nation and produced over 400 pieces of highly-targeted content running across VOD, social, DOOH and radio. The government is often cagey about the results of their marketing campaigns, but the data we did see showed that the campaign had a very positive effect.