For the last 4 years, we’ve been working with Edinburgh Napier University setting their 4th year students exciting live briefs from our clients. Each year the students benefit from a unique insight into the creative process in a working agency scenario.  

In previous years we’ve seen some brilliant collaborations with VisitScotland and National Trust for Scotland and this year we invited Business Gateway to set the students a challenging brief. 

Business Gateway wanted to target graduates. Many brands are now primarily using social media to reach their audiences of all ages, but this group are particularly prevalent on social media. The most effective content on social media is video content. In fact, video is 5 times more likely to hold attention than static images.

And so, the brief was born: 

The challenge

Create a 15-second animation to inspire graduates to set up their own business.

The problem

31% of recent graduates are in jobs they are overqualified for. And only 0.6% of recent graduates set up their own business compared to 8.7% of the rest of the population.


Graduates have all the necessary qualities to become entrepreneurs - the ability to work on their own, conduct quality research, be creative and collaborate. In fact, they are perfectly trained to set up their own business.


Business Gateway can connect graduates with success.

How it worked

Week 1:

The students came in to the agency, where the client set them the brief. The students then chose a partner for the project. 

Week 2:

Two creatives from Whitespace dropped in on the students in their studio to check in on progress giving guidance and feedback. 

Week 3:

Students presented back their finished work to the client and creative team at Whitespace.

We were really impressed by the results; the students created some really great work. Each team had researched the topic and presented clear insights and strategy behind their work.

The winning entry was from Euan and Rory who created this fun, witty animation taking the audience on a journey of a student.



Other strong entries include Lois and Kelly who found a real Napier graduate who had recently set up his own business using Business Gateway’s support. 



Charlie and Kelsie created a wonderful dream like animation. 



And Anna and Anna put us in the shoes of graduates doing the jobs they are overqualified for. 



Hugh Lightbody, Chief Officer Business Gateway National Unit said: “The Napier students all rose to the challenging brief we set them, demonstrating their understanding of Business Gateway’s services with creativity and innovation. The high standard of every animation is testament to the student’s hard work and the input of Whitespace’s expert creative team. The current generation of students has the potential to be the most entrepreneurial yet, so it is fantastic to work with organisations like Whitespace to introduce young people to the world of business. We hope it was an inspiring and productive experience for all involved. Perhaps we will see one of the Napier graduates visiting a Business Gateway office with their own start-up business idea one day.”