DDB Melbourne create fictional TV talent show to promote The Open Training Institute

The Open Training Institute (OTI) has recruited former Australian Idol judge Mark Holden and former Neighbours star Kimberley Davies to front the online vocational educator’s new integrated campaign.

OTI, part of the Open Universities Australia family, through DDB Melbourne has created a fictional TV talent show, featuring Holden and Davies as judges, called “The Y Factor”. A cross between The X Factor and The Voice, the fictional show “asks punters why they’re not making more of themselves? And why don’t we all just ‘get awesome at something that matters’?”

https://www.youtube.com/watch?v=ciajFkwdNBc

Executive creative director DDB Melbourne, Darren Spiller, said in a statement: “We’ve made our message pretty hard to ignore. Essentially this campaign is asking people to think about where and how they direct their energy.