The Challenge: With student lead generation down in the wake of the COVID pandemic, convince traditional and non-traditional students that Dunwoody’s hands-on degrees and technical training are a welcome alternative to the typical college path for those born to do.
Concept: Cut through the noise of college advertising with a call to doers to join their generation of like-minded creators, crafters, and makers at Dunwoody: Generation Do.
"Sounds of Our Generation" :30
An anthem for Generation Do, crafted from the sounds of Dunwoody, sets the underlying beat and get-to-it tone for the campaign.
Open House + Program-Specific Spots
With the goals of getting feet in the door for Open Houses -- a prime lead generator -- and driving interest in particular programs, we tailored specific spots to suit these asks.
Showcasing Generation Do's anthem on the airwaves was a natural choice.
In Collaboration With...
Periscope - Agency
Bridget Jewell - Creative Director
Caleb York - Copywriter
Gianna Orecchio - Copywriter
John Pesavant - Producer
Maggie O’Brien - Digital Producer