City, University Of London

Clearing Campaign 2018

What was the brief?

City, University of London came to us earlier this year looking to produce a suite of content to support its 2018 Clearing campaign. The videos would be for use on Clearing webpages, email comms and social media with messaging that hit a reassuring tone and told authentic stories of clearing students who have achieved their academic and career goals.

Ultimately, prospective clearing students should come away feeling confident about the clearing process and relieved of the stigma that can sometimes be attached to a clearing application.

How did we approach the brief?

Our approach to the brief was to take the stories of successful clearing students and make them as universally relatable as possible for our prospective students. We liked the idea that any student would be able to see the films and relate to the story being told, helping them to envisage their own successful journey through clearing.

We initially looked at presenting these stories through a third person narrative in order to achieve this relatable feel – however, when director Tom Pickard spoke to the students and alumni, it became clear that the impact of the stories came across on their own, without the need of a third-person spin.

The result was a series of powerful, authentic success stories – three with current students and one with alumni Jaz Rabadia who studied Mechanical Engineering and who has gone on to receive an MBE for her services to sustainability and energy management.
All four stories reassured the audience about the clearing process and the heights that can be reached, regardless of how a place on the course was obtained.

Delivery

The films work brilliantly to tell the stories of the students and we hope that for any prospective students that see the films, it is the reassurance they need to apply to City and pursue their chosen careers.

Credits

Producers: Jimmy Watson
Creative: Danielle Wilmont
Director: Tom Pickard
Account Manager: Kathy Bird

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