National Windscreens faced the challenge of finding the right people and attracting them – across the whole of England. A key part of this effort was explaining what the profession is and the benefits of working specifically for National Windscreens.

The campaign “When Chip Happens” marked the beginning of the search for new talent. (“Chip” obviously refers to a windscreen chip.) A well-known phrase for everyone, about how things sometimes go wrong. Or in this case, windscreen chips happen. But when they do, our heroes are ready to solve the problem.

So, we travelled to England with a camera, audio equipment, and a carefully prepared set of questions—and filmed apprentices at one of their training centres. Here, we gained insights and identified key messages to ensure the communication was appelaing and converted those unfamiliar with the industry. These were then shared on Indeed and, of course, on their own website. Posters and a social media campaign sparked curiosity, attracting a new audience.

Everything was created in Cary Group’s tone and style, while maintaining local authenticity through colours, typography, logotype and branding.