This College Pranked Graduates to Make an Ad About Their Real-World Skills

Campaign by Kaplan University Aims to Show How Well-Equipped You'll Be

Published On
May 09, 2017

Editor's Pick

A new campaign by Kaplan University chose an unusual way to demonstrate how well-equipped for the real world its graduates are. The Florida-based college set up unsuspecting graduates in fake scenarios and pranked them into showing off their skills.

Two films, by Arnold Worldwide, center on nursing grads, seen here, and IT graduates. (There's also a 30 second teaser version of the nursing spot.) All were told they were being filmed for a documentary. Then, something surprising happened: in the nursing scenario, a car seemingly crashes into a nearby cyclist and he hurts his shoulder, while in the IT scenario, the network of the company they were visiting went down.

In both situations the graduates are well-placed to go in and help, and they do an admirable job. Later, it's revealed to them that the people are all actors it's actually an ad for Kaplan -- and the aim of the campaign is to show how the university truly prepares you for the real world.

Credits

Date
May 09, 2017
Brand:
Kaplan University
Client:
Kaplan University
Agency:
Arnold Worldwide
Chief Executive Officer:
Greg Marino
President:
Betty Vandenbosch
Chief Marketing Officer:
Kathy Klinger
Vice President, Marketing:
Carrie Klotz
Director, Marketing:
Cherlyn Warner
Senior Marketing Manager:
Lisbeth Matheus
IT:
Alan Rynarzewski
Executive Vice President, Executive Creative Director:
David Register
Senior Vice President/Group Creative Director:
Dylan Bernd
Associate Creative Director:
Larry Fahey
Associate Creative Director:
Kristine Andrews
Art Director:
Julianna Rose
Copywriter:
Adia Betts
Executive Vice President, Director, Content Production:
Bill Goodell
Senior Vice President, Associate Director:
Spring Clinton
Broadcast Producer:
Emily LaPierre
Senior Vice President, Brand Strategy Director:
Andrew Butler
Executive Vice President, Managing Director:
Barbara Reilly
Senior Vice President, Marketing:
Sarah Taylor
Senior Marketing Manager:
Emily Kohlbeck
Casting Agent:
Mimi Webb Miller
Assistant Academic Graduate Program Chair:
Dr. Michelle Pedulla
Editorial:
PS260
Editor:
JJ Lask
Post Producer:
Marlinda Walcott
Assistant Editor:
Tyler Hurst
Assistant Editor:
Erica O'Brien
Executive Producer:
Carol Dunn
Executive Producer:
Zarina Mak
Head of Production:
Laura Patterson
Graphic Designer:
Patrick Lavin
Graphic Designer:
Michael Marciano
Flame Artist:
Margaret Yang
Music:
Human
Sound Designer:
People of Rhythm
Sound Designer:
Brian Keigher
Mix Company:
Plush - New York
Mixer:
Rob Fielack

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