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.

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