The Open University (OU) has worked with ‘big six’ agency Havas to unveil a major new brand platform ‘The Future is Open’.
The university’s new campaign is spearheaded by a TV advertisement created by Havas London that depicts an astronomy-obsessed young woman exploring the possibilities the OU has to offer.
Directed by Cannes Lions Film Grand Prix-winning director Malik Vitthal, the film sees the young student break through a portal that transports her through time into her dream career in aerospace engineering.
Other characters such as a busy dad, an ‘exhausted’ office worker and a young barista, dive headfirst into their own portals to realise their callings as a healthcare worker, barrister, and broadcast journalist respectively.
“The advert acts as a visual metaphor for the possibilities the OU enables – underlining the ability to fit high-quality academic courses from a credible and highly respected university around your life,” the OU added.
Debuting with a 60 second hero spot on Gogglebox on 24 June, the multimedia campaign is supported on social, linear, BVOD and on Connected TV and radio, with regional adaptations that run UK-wide. Out-of-home (OOH), with regional adaptations will also be deployed.
While Havas London shot the film and Havas Media UK handled the media planning, Havas CX helia will support recruitment communications.
“I have a huge amount of love for The Open University, and I’m not the only one,” Havas London chief creative officer, Vicki Maguire, said.
“This campaign brings that to life across every touchpoint. More than half a century since it burst onto the scene, the OU has never been more relevant – and we needed to reflect that. I’m proud to have been involved.”
Additional social and PR activation will be undertaken by creative agency 23red.
The OU director of marketing and communications, Ceri Rose, added: “The Open University’s mission is to be open to people, places, methods and ideas – and this has never been more true of our desire to help people achieve their full potential.” ”
In a fast-changing landscape, it’s vital that we maintain our leading position – not just in the education sector through our world-class research, teaching and skills, but as a social movement for change. Being open is in our DNA – and that’s exactly what this bold, eye-catching campaign aims to capture.”
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