Wongdoody launched “For The Greater,” its first campaign for National University since the private, nonprofit university appointed it as its agency of record in November.
The campaign launched with a 30-second anthem ad, reminding viewers that higher education is not just about getting a degree, but what you do with it after graduating. It opens with a woman working with her team in the woods as the camera pans to show a degree in sustainability management on the back of a tree. “Your diploma may have one name on it,” begins the voiceover, as the action shifts to a science classroom, “but it belongs to many, to every life you change.” At National University, the spot concludes with an unfortunate play on words, “…it’s not just the degree. It’s the degree to which you use it.” In addition to the 30-second spot, the multiplatform campaign include OOH, digital, radio and other assets.
“This campaign captures the ripple effect that great education has, not just on National University students, but on the larger communities those students touch,” said Wongdoody executive creative director Pam Fujimoto. “The team did a wonderful job of elegantly capturing that message across a variety of platforms.”
“We are very excited to kick off the new year with this thoughtful, engaging ad campaign from Wongdoody,” added Gary Kleinman, vice chancellor of marketing, National University System. “Education does not exist in a vacuum, and that’s especially true for National University students. The ‘For The Greater’ campaign turns the focus to that larger purpose their degrees serve.”
Credits:
Agency: WONGDOODY
Chairman: Tracy Wong
Executive Creative Director: Pam Fujimoto
Associate Creative Directors: Dennis Lee, Ronnie Lee
Copywriters: Eric Arnold, Scott Fish
Art Director: Nomin Enkhbold
Sr. Director of Production: Vickie Palm
Broadcast Producer (TV): Lydia Sullivan
Broadcast Producers (Radio): Leigh Eckert, Bé Garrett
Interactive Producer: Jessica Goodwin
Print Producer: Amy Wise
Managing Director: Skyler Mattson
Account Director: Jana Pinkosky
Account Supervisor: Typhanee Vreen