Agency – Uniform
Role – Creative Lead
[Insight. Concept development. Design. Art direction.]
The University of Cumbria approached Uniform to create an impactful clearing campaign that showed potential students that despite the current climate of uncertainty, their dreams and ambitions could still be met.
Students going through clearing, might not have gotten the results they wanted and may not be feeling focused, determined, ambitious or fearless. Whilst we can’t make them feel those things, we can paint a picture of what that future 'could' look like.
Drawing on the tension between staying and going, the campaign centres around the core line and strategy of 'Stay focused. Go far.'
This assures students that they don't have to travel to go far.
Using 'Go far.' as a device we showed what their epic futures could look like: an Alpine Mountain Guide; a Lead Researcher; a Nurse Consultant.
The copy and creative then targeted students at different stages in their application. Stay focused was a message of reassurance, Stay determined was to attract new applicants, and Stay fearless was to encourage students that had applied to take that next brave step.
Creating a multi-channel campaign to live across social, including Instagram, Facebook and YouTube. The ads were featured as a series of organic carousels and animated GIFs.
Building on the 'going far' element, personalised emails from 'your future', were developed based on the students subject interest.
The campaign was also developed to allow for podcasts to be created and hosted on Spotify to share career outcomes stories and expert lecturers. These could also be posted as soundbite ads to cross promote the campaign across social platforms.
Alongside the core creative, an ambition film was developed, which captured what it meant to be focused, determined and fearless. The film was shown on social, YouTube and ITV.