DDB Melbourne’s new Open Universities campaign features childlike dreams

Open Universities Australia has kicked off a new campaign promoting its online courses with a theme of allowing students to dream again about what their futures hold for them, just like they did when they were children.

The campaign from DDB Melbourne, which features a collection of adults who appear to be more like school children, encapsulates that idea and sees the cast confide their dreams for the future to a class photographer. The commercial ends with the tagline ‘your best days are ahead of you’.

DDB executive creative director Darren Spiller said in a statement: “There’s a lot of truth in the old adage, today is the first day of the rest of your life. But it’s often difficult to have boundless faith in the future you’re headed for. Especially as you get older and ‘wiser’, and leave many of your hopes behind along the way. But with Open Universities Australia’s huge range of online learning courses, you can get back in control of your own destiny.”

The campaign, directed by the Sweet Shop’s Mark and Louis launched this week with additional spots featuring individual characters will roll out from January 6 across print, digital and outdoor.

Claire Hopkins from OUA said in a statement: “Everyone feels stuck at some point in their life, and we know that education is life changing. We love that this ad connects with that hope of getting ‘unstuck’, of putting people in control to create a different reality.

“Plants the seed that, ‘I can grow up to be the person I dreamed of being’. Because our courses are online, the timetable can be completely tailored to the individual – so that they can carry on with the practical realities of life while they’re realising their dreams for the future.”

Credits:

Client

  • Claire Hopkins, General Manager
  • Lisa Edmonds, Marketing Director
  • Toni Cutler, Marketing Director
  • Susannah Winger, Marketing Manager
  • Jessica Grant, Campaign Manager

Agency

  • Darren Spiller, Executive Creative Director
  • Glen Dickson, Creative Director
  • Rob Beamish, Creative Director
  • Jim Ritchie, Creative Director
  • Ruben Cirugeda, Creative Director
  • Tuesday Picken, Senior TV Producer
  • Simon Thomas, Head of Broadcast
  • Lorenzo Bresciani, Strategy Planning
  • Sarah Bailey, Group Business Director
  • Matthew Hunt, Business Director
  • Matthew Ramage, Business Manager
  • Production Company – The Sweet Shop
  • Director – Louis Sutherland of Mark & Louis
  • Producer – Tony Whyman
  • Executive Producer – Edward Pontifex
  • Managing Director – Wilf Sweetland
  • DOP – John Toon
  • Production Designer – Patrick Reardon
  • Casting – Fiona Dann
  • Offline Editor – Liam Bachler
  • Post – Jon Baxter, Stu Bedford, Puck Murphy & Hannah Walker at Perceptual Engineering
  • Sound – Phil Kenihan
  • Music – Karl Richter @ Level 2 Music
  • Track – ‘Home to me’ by Finn De Sicle

Comments


  1. Billy C
    12 Dec 13
    9:31 am

  2. You would think after vodafone but children’s heads on adult bodies someone would realise that putting adult heads on children’s bodies still results in a journey to the uncanny valley. Something about this made me feel slightly ill.

  3. Disco Stu
    12 Dec 13
    9:35 am

  4. What is it with these advertisements where grown ups are morphed into creepy looking kids???? First it was those vodafail ads now this??

    Please stop putting creepy adult kids in ads PLEASE, id like to sleep at night!

  5. TheFacts
    12 Dec 13
    12:00 pm

  6. “At Open Universities your best days are ahead of you”. Didn’t like the ad but that’s a great slogan. And as a 31 year old current Open Universities student I totally agree with it. It’s one of the best things I’ve ever done.

  7. Laura
    12 Dec 13
    1:51 pm

  8. I’m also an Open Universities student, and although the execution creeps me out a little, the insight is great.

    “I want to be one of those people who does what they actually want to do”

  9. Dan
    12 Dec 13
    2:02 pm

  10. Well, that’s original.

    And also downright creepy ala Vodafone.

  11. JG
    12 Dec 13
    3:11 pm

  12. OMG … who in the agency DIDN’T work on this ad.