Jaguar Land Rover wanted a low-cost campaign for Women in Engineering Day to promote itself as an employer. The problem JLR, and every British business faces, is the increasingly small pool of graduate talent to draw from.

That’s due to the plummeting pipeline of girls who study STEM subjects after GCSE, which is reinforced by ongoing stereotypes that exist in education and the home. A belief that these subjects and jobs such as engineering ‘are not for girls’.

Four children were introduced to a new teacher called Charlotte to discuss the engineering of a Jaguar Land Rover car. What they didn’t know in this cute social experiment, captured unrehearsed, was that Charlotte was one of the Jaguar engineers who made that car.

The content saw Charlotte propelled to the sofa on BBC Breakfast and Bloomberg on Women In Engineering Day. The work won the PR Week and PR Moment Awards for Best Automotive Campaign.