The goal of this brand building campaign focused on the characteristic strengths of the online, and potential online student population: determination, resiliency, maturity, willingness to sacrifice, experience overcoming obstacles, we aim to empower prospective students.
We want prospective students to see themselves in a heroic light. It’s when people feel powerful and capable they are most willing to take on new challenges—like pursuing a degree.
Using a single narrator and multiple actors we follow characters representative of the current and potential on-line student population through common experiences (work, parenting, etc.).