Naked has won the £8m strategy pitch for the Department of Education & Skills' brief, which is aimed at encouraging more young people to go into higher education.
The pitch kicked-off in March this year and Naked partnered the creative agency Delaney Lund Knox Warren and direct agency Draft on the tender, alongside two other agency collectives.
ZenithOptimedia partnered Leo Burnett and WWAV Rapp Collins, and Manning Gottlieb OMD teamed up with St Luke's and direct shop Kitcatt Nohr to generate ideas for the brief.
The first work for the campaign is expected to break in September this year and the push will be broken into three parts.
"Aim Higher" will be the general theme of the campaign, targeting 13 to 16-year-olds. Rather than taking a "preacher" approach to young people about what they should want to do with their lives, Naked's campaign is expected to focus on what young people like doing now and how that can lead to things in the future.
The second part of the campaign will focus on student support issues and aims to educate people on how they can organise and gain financial support when going into higher education.
Lastly, the advertising will promote the Foundation Degrees, which are vocational courses launched by the Government two years ago.
They are designed with employers to give graduates the technical skills and academic knowledge needed in today's workforce.
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