Go-Ahead

Challenge

Amid a nationwide shortage of skilled bus engineers, the role was still seen as “dirty, noisy, unskilled” work. Go-Ahead’s two new training centres had to flip that perception – igniting recruitment, retention and respect.

Provocative Thought

Engineers are the unsung heroes who keep every bus in service. So what if we celebrated them like an F1 pit crew – precision specialists whose split-second skills keep the show on the road?

Solution

We built “The Ultimate Pit Crew” platform: high-octane, motorsport-style energy across ads, training materials, signage and merchandise – turning Camberwell and Wigan into immersive showcases of engineering excellence.