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    Arnold Worldwide Puts Nurses To The Test For Kaplan University

    By SHOOTUpdated:No Comments4516 Views

    Arnold Worldwide created this “Education Working” campaign which shows how Kaplan University graduates fare when put to the test, unbeknownst to them. In a TV “teaser” spot–“Nurse Ready”–Terri Miller (Class of ‘15, Master of Science in Nursing), is walking down a sidewalk having a casual conversation with an interviewer about her education background when suddenly, they witness a cyclist hit by a car. The women rush to the accident scene. This same scenario then plays out for several other nurses, putting each to the test, one after the next. The teaser spot ends as a cliffhanger, begging the question: will the nurses perform or not? Are they ready to make a real difference in the real world?

    The spot drives viewers online to this long-form video, where we can find out the answer. Terri and the other nurses immediately spring to action–checking the cyclist’s injuries and providing care until EMTs arrive. The interviewer then reveals she and the cyclist are actually actors and Terri and the other nurses have just passed their “test” with flying colors. The nurses’ abilities and action all clearly prove that Kaplan University prepares its students for the real world. 

    In addition to nursing, the “Education Working” campaign also comes to life across another key vertical: IT. Using the same “teaser” TV spot plus long-form online video combination, Kaplan University shows how three different IT professionals respond to a sudden IT crisis. When a company’s network goes down, the pros from Kaplan University get it up and running. It wasn’t their job or responsibility, but they proved nonetheless that because of their Kaplan University education they could make an immediate impact when a situation arose.

    David Register, EVP, executive creative director, Arnold Worldwide, said, “To reinforce Kaplan University’s brand position (‘This is education working’), we set out to prove the difference Kaplan graduates make from day one, especially when it comes to making that difference in the real world. For this reason, we opted to use a brand activation idea over a brand anthem commercial to really bring the story to life.”

    The spots and online videos were directed by Neil Tardio of GO Film.

    Credits

    Client Kaplan Higher and Professional Education Agency Arnold Worldwide David Register, EVP, executive creative director; Dylan Bernd, SVP, group creative director; Larry Fahey, Kristine Andrews, associate creative directors; Juianna Rose, art director; Adia Betts, copywriter; Bill Goodell, EVP, director of content production; Spring Clinton, SVP, associate director; Emily LaPierre, assistant broadcast producer; Andrew Butler, SVP, brand strategy director. Production GO Neil Tardio, director; Gary Rose, exec producer; Brady Vant Hull, line producer. Editorial PS260 JJ Lask, editor; AJ Massiah, exec producer. Casting Mimi Webb Miller, casting agent.

    Media Type:Film: Web
    ScreenWork Categories:Short film
    Video Tags:Arnold WorldwideGO FilmNeil Tardio



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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