Birkbeck, University of London’s 2020 student recruitment campaign was derived from a deep exploration of who they are and what they stand for. Driven by their brand ethos and innovative mode of study – supporting working Londoners through evening lectures – ultimately they are solving problems for people who want to access world class education on their terms. The notion of being ‘Problem Solvers’ was seamlessly adopted as a brand mantra and so our creative journey could begin:
First, on Tube car panels and OOH we ask people to solve puzzles too:
This got updated at key times to drive pertinence:
Was playfully executed in digital:
And utilised in TV to broaden reach and salience.
As you can see the results speak volumes, but also this was recognised by CASE as a Gold Grand Award Winning Campaign.