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'

Published On
May 02, 2019

Editor's Pick

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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