To commemorate their 50th anniversary, Athabasca University joined forces with Luton-based global content agency Clearhead to produce a commercial that has just been awarded one of the most prestigious awards in higher education – The Grand Gold award for a Commercial or Public Service Announcement through the Council for Advancement and Support of Education.
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.
“We’d seen the work that Clearhead had done for other education clients and we really liked their style. Initial meetings were carried out virtually and then Clearhead flew out to us to talk about filming and we joined them in the UK for some of the live filming shoots.
“Working with the 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 commercial, ‘A Long-Distance Relationship That Works’ brings together a medley of learners’ diverse 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.
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.
Watch the award-winning TV campaign here