ŠKODA had recently joined forces with the youth charity The Prince’s Trust in a partnership which brings the brand’s values to life by supporting young people who are independently minded and ‘driven by something different’. This partnership has been brought to life through the ŠKODA Driver’s Seat Initiative (DSI), an initiative which consists of week-long creative courses for 16-25 year olds teaching them the skills and confidence they need to pursue a career in their chosen discipline.

ŠKODA wanted to communicate their involvement in the initiative and enlisted DRUM’s help to do so. The brand tasked DRUM with creating content that would be interesting and engage ŠKODA’s target audience, whilst also remaining true to the brand’s values. DRUM partnered with The Guardian to produce a video series showcasing participants of the driver’s seat initiative, as well as a series of immersive articles which appeared on The Guardian’s website, explaining ŠKODA’s work with The Princes’ Trust in more depth.

ŠKODA WERE THE FIRST AUTOMOTIVE BRAND THAT THE PRINCE’S TRUST HAD EVER WORKED WITH