The client wanted to amend their positioning ahead of Clearing 2025 applications and beyond (2026 admissions); showcasing how their students go on to achieve brilliance beyond the ordinary.
02 — The brief
Create and present two concepts and video treatments for digital media showcasing the "out-of-the-ordinary" degree offering, leading to "out-of-the-ordinary" careers. Includes video scripts, Headlines/Straplines, key messaging and storyboard.
03 — My role
Senior Creative Copywriter - Script, Messaging and Copy lead
In collaboration with our agency's creative team we came up with two storyboards and concepts. I created video scripts for each concept and oversaw the messaging and creation of Headlines/Straplines. I also created interview questions for a 'talking heads' portion of the video concepts, as well as a clear and structured narrative throughout.
04 — Results
Two strong narratives
1 - Normal Ends Here
Scenes of everyday, predictable life. A dull treatment on the video. Cut to vibrant coloured shots of students at university, experimenting, performing, building.
Voiceover examples
"University is the place where ordinary thinking stops."
"Out there, normal rules; same routines, same answers, same tomorrow as today."
"Normal ends here. but it's where extraordinary begins."
2 - Because Ordinary is Taken
Tone
Playful and defiant.
Positioning the university as a place for those who want to carve a new, unconventional route.
Voiceover examples
"Ordinary? Already taken. We are not here for that. We are here for the ones who ask, 'what if?' For the ones who stay up too late chasing an idea."
"Because ordinary doesn't change anything. Because ordinary is taken, but your future doesn't have to be."