TBWA's graduate recruitment campaign was aimed at the top 10% of graduates. We wanted them to realise that TBWA is unconventional so we produced a viral film instead of the traditional copy- heavy press campaign. To show it's possible to succeed at a young age the ad made a virtue of the fact that TBWA's CEO is only 33 by showing a day in the life of a young executive at the agency.We had more applicants than ever before and 20% more job offers due to the outstanding quality of applicants. PR coverage of the ad extended to national TV news.