Melbourne’s Westbourne Grammar launches new ‘Think Like a Hero’ campaign via Yoke, Melbourne
Melbourne creative agency Yoke are behind a new campaign for independent Melbourne school Westbourne Grammar.
The campaign uses the school’s new brand positioning statement ‘Think Like a Hero’ and the concept of the monomyth or ‘hero’s journey’ as introduced by American mythologist, writer and lecturer Joseph Campbell.
The characteristics of heroism, and the everyday application of the different stages of the hero’s journey, aligned to Westbourne’s approach to education and teaching.
The brief was to create a campaign that was fresh, exciting and different from the norm. To be used throughout a wide range of marketing and advertising material over the next three years, the centrepiece of the campaign is a video telling the story of four of Westbourne’s current ‘heroes’.
Creative Agency – Yoke
Production House – Tooth and Claw
Photographer – Danny Cohen
5 Comments
its really bad.
I think you are supposed to target parents thats are paying 30k a year to send there kids there.
you clearly don’t have kids do you?
WOW Love it! Very different
As far as an ad for a school goes it’s pretty good. Next time you kids whine about how your ad didn’t turn out the way you wanted because of all the client ‘stakeholders’, think about how many a school has. Board, 100 teachers and about 2000 parents.
Well done. Nice spot insightful and different.