MI5 needed to attract ethnic minority graduates to join their Intelligence Officer Development Programme (IODP). To do that, we had to tackle the misconceptions of the organisation, that it’s just a white man’s world, and you need to be an Oxbridge graduate to get in. All that was wrong.

We had to speak directly to those people, show that MI5 shared the same values, including community and a sense of belonging.

The aim was to portray MI5 as somewhere individuals can really make a hige impact, and, most importantly, protect the things that really do matter to them.

The campaign took that sentiment and showed that whether it was a Sunday lunch with the family, a night out with friends, or just going down the local cafe on a Sunday morning after a heavy night out, they were the things that truly mattered.