Department for Education, M&C Saatchi London, Director Vincent René-Lortie Develop "Skills For Life" To Realize Untapped Potential

The Department for Education (DfE) in the U.K. has unveiled a major, multichannel Skills for Life campaign, “It all starts with skills,” which aims to inspire young people, adults and businesses to make the most of their potential. The push was developed in partnership with M&C Saatchi, London.

This 40-second film, directed by Vincent René-Lortie (the director behind this year's Oscar-nominated live-action short film Invincible) through The Corner Shop, shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills.

Talent featured in the emotive campaign includes real people who are just starting out, looking to switch or considering switching careers or looking to grow their business through a range of technical qualifications, training and skills.

Guy Bradbury, creative partner, M&C Saatchi, said, “We’ve created a campaign that fires a starting pistol for people, provoking them to think about what they could achieve with new skills. We chose to use the start of a new day to represent a blank slate and untapped potential, with a powerful voice-note narrative to connect with our audiences on an emotional level, and a cast including real people to create greater authenticity.”