De Montfort University Leicester (DMU)’s striking TV advert has launched featuring students at its heart and a ‘daring’ new theme. De Montfort University (DMU), one of the top 10 fastest growing universities in the UK, launches its new campaign – Dare to Do. Developed by integrated creative agency Cubo, the new campaign heroes some of the ‘Dare to Do’ stories of DMU’s students to show that there is more to university life than meets the eye.
Designed to inspire prospective students to dare to succeed in anything they put their minds to, the new campaign is a fitting follow up to the award-winning 2014 Razor’s Edge campaign, which Cubo created for the university.
The campaign, which launches nationally with 30” and 60” spots, showcases DMU students that have succeeded through daring to do. These students include a Nigerian dancer, who bucked the family tradition of training to become a doctor, a scientist who succeeded to replicate the cure for Ebola, and a volunteer visiting a school in Ahmedabad, India.
With the spotlight on Leicester following last year’s Premier League win, DMU wanted to capitalise on the success of the city to continue to break new ground in the university advertising category to entice the next generation of students to enrol at the university.
Melanie Fowler, executive director of marketing and communications at De Montfort University, comments: “Having proven themselves with last year’s ‘Razor’s Edge’ campaign, we are excited to be working with Cubo once more to continue this success. The advert highlights so much of what makes DMU the place it is – our global approach, the partnerships we develop, the student experience, life-changing volunteering opportunities for our students and much more. We’re delighted with the results and look forward to seeing its impact on audiences in the coming days and months.”
Abbie Wood, group account director at Cubo, added: “At Cubo, we aim to create work that really surpasses the expectation of the client. ‘Dare to Do’ was born out of the idea to push the limit and take risks out of your comfort zone – showing that if you have the passion and drive there are no bounds to what you can do. By adding the personal touch of filming real students’ stories, we were able to capture the genuine emotions of these amazing young people. We hope the campaign resonates with potential students looking to push their limits and achieve their goals.”
Creative Credits:
· Client: Melanie Fowler, Executive Director of Marketing and Communications, De Montfort University
· Creative agency: Cubo
· Head of Creative Strategy: Nick Ward, Cubo
· Group Creative Director: Trevor Chambers, Cubo
· Creative Director: Jonathan Sant, Cubo
· Copywriter: Alana O’Sullivan, Cubo
· Group Account Director: Abbie Wood, Cubo
· Senior Account Executive: Rossa O’Brien, Cubo
· Production company: Outsider
· Director: Max Fisher, Outsider
· Producer: Jeremy Bannister
· Editor: Rebecca Luff, Tenthree
· Audio: Grand Central
· Post Production: The Mill
· Post producer: Jack Williams
· 2D Lead Artist: Gary Driver
· Colour: The Mill
· Colourist: James Bamford