BBC PARTNERSHIP
PVOD + BVOD
SOCIAL
The Challenge
Increase awareness and drive enrolment among prospective students in key international markets, while showcasing The Open University's world-leading expertise in flexible, distance learning.
The Creative
The Open University is the university that never sleeps. Bringing together students across continents, time zones and cultures, the campaign celebrated a shared determination to keep moving forward through education.
Using a dynamic split-screen technique, we followed five students around the world as their lives unfolded in parallel, revealing the connections between their experiences despite being thousands of miles apart. The production spanned three time zones and formed the centrepiece of a major social campaign, supported by a partnership with BBC Worldwide.
My Role
I led the talent selection process, interviewing students globally and selecting five participants to feature in the campaign. I art-directed key scenes on set, collaborated with editors throughout post-production, and scripted multiple cut-downs tailored to different platforms, formats and audience needs.
TARGETING:
Our hero film featured all 5 students and each of them had their own episode that delved deeper into their OU journey. Each story touched on dreams, struggles and achievements that would speak to different prospective audiences. This made our campaign even more effective, as we could target people on social with relevant cut-downs that would inspire them to take action.
Hero film.
RAIN, Episode 1.
COLM, Episode 2.
TILLMANN, Episode 3.
TALIA, Episode 4.
SRIDEV, Episode 5.
