The creative was a selection of ideas that enabled us to speak to candidates, and allowed them to speak back to us. Giving honest responses in turn for them not to bullshit us. We set up the Skype ‘Truth Line’ on our desks and published our username so people could call us no matter what we were doing- across all disciplines and all pay-packages. We got on a train and visited 10 cities in 72 hours posting clues on Twitter and Facebook via #winyourwayin. If you found us when we got there, you got an interview. And some face-to-face time to ask anything. We published an ad that ran free in The Independent, which was just a frank letter.

Yes, we do work long hours. Yes, you will start out photocopying. We opened up totally and were honest: traits you respect in people, so you respect them in a company.

After writing paragraphs on honesty, it seems fitting we end on truthful results in an awards entry. The best result? 3 people joining McCann with clear eyes and full hearts, and that’s more than we could have asked for. On impact: Contagious wrote about us, Adbuzz tracked the scheme, 750,000 social media impressions and hundreds of Skype calls. Skype liked it so much they were our grad pitch client and they now follow us on Twitter- one of only 18 people. But it wasn’t about getting thousands of people to notice, it was about getting the right people to care.