A series of television and cinema advertisements for the Department of Innovation, Industry and Regional Development, created as part of a multimedia campaign to make young people sit up and rethink a career in Manufacturing. The role of the television and cinema campaign was specifically to engage the target and stimulate their interest in going to the It’s Your Future website to find out more. The commercials featured Dave Hughes – chosen for his appeal to the target market and his comedic talent which gave a lightness of touch to an area traditionally associated with smoke stacks and assembly lines. Dave was also used on the website to ensure continuity of message and tone. The television and cinema campaign was highly successful with large numbers of young people clicking onto the www.itsyourfuture.com.au.