Based in the iconic Hat Factory in Luton town centre, Global Content Agency Clearhead were delighted to find out this week that the TV campaign they produced for their long-term Canadian client, Athabasca University had secured one of the most coveted awards in the Higher Education sector.
The Council for Advancement and Support of Education (CASE) Awards demonstrate their members’ success in advancing their institutions through their varied work across all disciplines. They exemplify the standards of the higher education sector and inspire others to transform lives and society.
Athabasca University (AU) is Canada’s Online University. To commemorate the 50th anniversary and showcase why AU has been, and continues to be, the right choice for so many, the university commissioned Clearhead to produce a commercial showing why learners should choose AU for another 50 years and beyond.
The film, “A long-distance relationship that works” is a medley of learners’ experiences highlighting the trials and triumphs they face while balancing life and school. The video draws a strong comparison between distance learning and long-distance relationships—making references to the partnerships formed between learners working on projects together online and the time commitment required to study. It aims to entice people from all ages and backgrounds to pursue an education with AU as it is the right fit for anyone interested in continuing their education, no matter where they are in life.
Carole Stevenson-Roy is the Associate Vice President at Athabasca University, she said:
“To be recognised by the most prestigious awards within the Higher Education sector is truly amazing and to be one of only 8 ‘Grand Gold’ winners is testament to the thought, effort and passion that went into creating this project. Working with the Clearhead team was great, they have real talent and an ability to translate an idea into something magical and they delivered an awe-inspiring and aspirational piece of film that far exceeded our expectations.”
The judges cited the entry worthy of the award due to the great concept and use of the typical long-distance relationship modes of communication. They also loved the diversity and said it was clear the team understood their audience, including their fears, reservations and need to fit their educational priorities into an already busy life.
“We’re over the moon for our client and so proud to have been part of this inspirational campaign. It was a great opportunity for our team to create education recruitment content with an established international online university, and it was the first project in which Athabasca University were able to experience our ‘Creative Chemistry Process’ – a collaboration of ideas where we work with the client to develop the creative idea.”
Alex Lawrence, Creative Director at Clearhead.