The mainstay of the drive is a cinema ad directed by Stark Films' Jon Greenhalgh. It opens on a shot of two parents sitting in bed. They hear suspicious panting and gasping noises coming from their son's room next door. The camera pans to this room to show the half-naked boy in spasms.
The cause of the spasms is a face and fingers moving inside his torso.
The spot features the endline: "You know the real you is in there somewhere; a City & Guilds qualification can help you to find the right job to bring it out." It will also run on satellite and cable TV.
The campaign also features posters, door drops, online banners, a microsite and ambient executions including bus tickets and postcards, all of which continue the "real you is in there somewhere" theme. AIS has also produced a brochure and booklet, and worked with City & Guild's call centre staff on the project.
Maintaining the double entendre of the television execution, there will be T-shirts that feature the strapline "W**K - work doesn't have to be a four-letter word", which will be given away in radio promotions and worn by outdoor marketers.
Joanna Causon, the City & Guilds head of group marketing, said: "City & Guilds has a relatively low profile among younger people. We want to challenge their preconceptions about the organisation."
The campaign was created by Steve Stretton and Matt Morley-Brown.