Assume your difference to become desirable.
ISARA asked us to promote its new Bachelor in Life Sciences & Engineering in Avignon. Rather than adding yet another institutional video, we imagined a frontal, sincere and offbeat speech: a film that dares to say “This Bachelor is not made for you.” A counterintuitive approach, but awfully accurate to affirm the identity of a school that does things differently.
background
ISARA, an engineering school specializing in life sciences, wishes to highlight its Bachelor of Life Sciences & Engineering on the campus in Avignon. She wanted a campaign that matched her pedagogy: active, lively and connected to the reality on the ground.
Objectives
Create a campaign that attracts the right profiles: curious, committed and concrete students. Get out of the institutional tone to speak truthfully, in the language of the generation we want to reach.
The idea.
A reverse marketing concept that defuses the stereotypes of higher education.
By listing everything that a young “conformist” could expect from a classical school, the film highlights the uniqueness of ISARA: a training that can be learned by acting. The narration is based on a voice-over that is both complicit and impertinent, punctuated by living, sensory and luminous images. Imperfection becomes a bias: hand-held camera, natural light, real gestures and authentic students.
Results.
A main film and its variants designed to nourish the reputation of the training course while permanently anchoring its differentiating positioning.
A campaign designed to unite rather than seduce
The return Without detours
One word: Top!
The organization was perfect and attentive.
The genesis.
We sought the right balance between emotion and candor.
Rather than a top-down discourse, we chose an inclusive approach: talking to those “for whom it is not” to better reach those “for whom it is”.
It is this switch, this almost intimate sense of belonging, that creates the desire.
The school is not sold: it is assumed.
Solutions.
The film was shot with real students on the Avignon campus and in the surrounding nature, between southern light and the emblematic heritage of the Palais des Papes.
The camera captures the material, the curiosity, the movement. Each plan exudes sincerity and the energy of the living. Available in several short formats for social networks, the content has been designed to multiply the points of contact and anchor the Bachelor's personality in the digital universe of young audiences.
Making of.
Our other achievements.
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