The University of Phoenix created a children's book to inspire working moms to go back to school
Campaign by 180LA is centered on a 'mother dragon'
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The University of Phoenix is targeting working moms in a new campaign that includes a specially commissioned children's book about a "mother dragon" who learns to spread her wings.
The work, by 180LA, includes a spot, seen here, featuring a young boy reading the original book, "The Dragon Who Learned to Fly." The words intertwine with images of his mother, a supermarket worker, juggling her responsibilities. Then, when she sees a billboard for the University, she's inspired to go back to school.
Peter Thwaites directed the ad, via The Corner Shop. The book itself was self-published by the University of Phoenix and can be downloaded here. 180LA Art Director Elizabeth Lay and Copywriter Jim Goodrich were co-authors.
The campaign aims to encourage parents to check out the University's offer, which includes short courses, an online classroom and mobile support for working adults.
“The production and distribution of the children’s book referenced in the campaign transcends traditional media. Through a child’s eyes, we see just how heroic our students really are,” says Joan Blackwood, CMO at the University of Phoenix. “It’s our hope that the story inspires working adults everywhere and helps them imagine all that they’re capable of.”
Credits
- Date
- May 02, 2019
- Client :
- University of Phoenix
- Agency :
- 180 LA
- Global President & Chief Creative Officer :
- Al Moseley
- Executive Creative Director :
- Stuart Brown
- Group Creative Director :
- Jason Rappaport
- Creative Director :
- Brian Farkas
- Creative Director :
- Tylynne McCauley
- Copywriter :
- Jim Goodrich
- Copywriter :
- Jake Altman
- Art Director :
- Elizabeth Lay
- Art Director :
- Morgan Klein
- Head of Production :
- David Emery
- Senior Producer :
- Dave Lambert
- Producer :
- Marissa Mackel
- Editorial :
- Joe Schiffer
- Project Manager :
- Andy Moerer
- Project Manager :
- Nikole Knak
- Managing Director :
- Sandy Song
- Associate Brand Director :
- Bec Bowman
- Senior Brand Manager :
- Michelle Eriksson
- Head of Strategy :
- Kaleen Ogden
- Strategy Director :
- Maggie Speciale
- Digital Engagement Strategist :
- Lauren Murphy
- Junior Strategist :
- Belle Bollant
- Photographer :
- Brian Guido
- Production Company :
- The Corner Shop
- Director :
- Peter Thwaites
- Executive Producer :
- Anna Hashmi
- Producer :
- Jay Shapiro
- Editorial Company :
- Work Editorial NY
- Editor :
- Stewart Reeves
- Assistant Editor :
- Leah Turner
- Executive Producer :
- Marlo Baird
- Producer :
- Grace Rehorn
- Audio Record & Mix :
- Lime Studios
- Mixer :
- Loren Silber
- Music Company :
- Walker
- Creative Director :
- Danielle Soury
- Music Supervisor :
- Stephanie Pigott
- Visual Effects and Color :
- MPC
- Executive Producer :
- Elexis Stearn
- Producer :
- Mark Driscoll
- Producer :
- Stefanie Na
- Colorist :
- Mark Gethin
- Color Producer :
- Damian Winterbottom
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