Film for Cambridge University Press (CUP), the oldest publishing house in the world, with a history that goes back to 1584. Education is one of CUP’s three publishing groups, providing books and digital resources for the UK and international schools market. CUP’s Education marketing had previously been largely product based, but the client was looking for a new campaign that would make teachers – its target audience – feel valued.

KISS came up with the idea of an awards scheme that recognises exceptional teachers – the Dedicated Teacher Awards. The campaign would demonstrate to teachers that CUP cares about them and understands the challenges they face, with prizes for winners including a book dedication and a trip to Cambridge. Students, teachers and anyone with an inspiring story about a teacher were invited to send in a written or video nomination.

Oggi Tomic and Jonathan Howard