GEN:M&S

M&S is a high-street hero loved for its food, clothing and home ranges. In recent years the brand has transformed into a leading trend-setter, with viral products and releases that have sparked a cultural storm. But with graduate and school-leaver audiences, they were still the shop where mum bought her tights and dad picked up his ties. They needed an early careers brand and campaign that would modernise perceptions of M&S as an employer, and attract the next generation of talent.