The challenge as we saw it:
Overturn brand (mis)perceptions: “Roads are dull”, “HE is classic civil service: sleepy, bureaucratic, un-dynamic.”
We wanted to capture the grown-up, pro-active culture at the heart of HE to engage just the right candidates: self-motivated, challenging. It calls for a bold brand film with a strong point of view that gives you a distinct identity and standout that talks your audience’s language.
We decided to use a spoken word performance. Poetic, personal, direct and intimate.
The job: Concept & Art Direction
Agency: TMP WORLDWIDE UK