Camden is one of London’s most well-known boroughs, with a rich history of music, counter-culture and activism.

To attract a new type of employee to the council, we used the borough’s existing rebellious attitude, but redefining the word to articulate exactly what it means for the local authority.

The EVP worked as both an internal and external call to action. It told the audience that they are an employer of people with a different attitude, while also serving one of London’s most unique, diverse, and active boroughs.