A journey into the heart of a College and its students.
This campaign is bridging the gap between Coomera Anglican College's storied past and bold future. It's a powerful positioning piece that's standing the college out from the crowd and showcasing it as the school of choice on the northern Gold Coast.
Challenge
Coomera Anglican College is heavily storied. The College has done a lot of work to capture its history and moments. As result, there is a lot of heritage and tradition for a relatively young school.
The college has created foundations for a strong future of innovation and entrepreneurship. Our work is helping the college bridge the gap from the past to an exciting future.
The spark
Following focus groups, in-depth interviews, a competitor analysis and a brand refresh in 2020, we embarked on developing a new public-facing campaign to help the college continue to position itself as the private school of choice for the rapidly growing northern Gold Coast region.
Our deep understanding of the school community shaped the story we told about the college, ensuring it would reflect back the experiences of each essential school community member.
Creative
In order to stand out in the crowded private school space, we looked outside of schools for inspiration—drawing from global sports and technology brands.
This campaign steers right away from traditional school advertising: think students standing and smiling in their school uniforms, older and younger students holding hands and walking through manicured school grounds, girls in safety glasses huddled over a beaker and Bunsen burner.
We adopted a more modern creative approach that represented the school as the facilitator of student aspirations, wherever they lay.
Outcome
The hero video is a powerful cinematic masterpiece: dramatic, inspirational and compelling. The script was drawn from lyrics of the college’s traditional song. Paired with the inspiring footage, the video effectively acknowledges the past while painting a vivid picture of the future. Supporting signage and other collateral added weight to the media activity.
UNSEEN ENERGY. VISIBLE RESULTS.
"It was a pleasure working with New Word Order to develop the new creative for our College. They took the time to get to know what makes our college unique, and helped put that into tangible storytelling."