Role: Concept / Copy
Brief:
Our client, Unite Students, tasked us with four creative campaigns for 2022/23. However, they didn’t want four disconnected campaigns, so asked us to come up with a connecting thread between them all, to ensure they felt part of the same family, while still speaking to a wide range of audiences and campaign stages.
Our insight:
Niche interests and subcultures are on the rise as Gen Z look to like-minded communities to express their true selves.
Our idea:
As hackneyed as it might sound, University is where people can find themselves. It’s a place where anything goes. Where everyone is accepted. Where you have space to become whoever you are, and experiment with who that might be again and again. At Unite Students, there are homes to cater to every need and whim, with social spaces for both the quietly bookish and the life and souls. So whether you’re into extreme couponing, looking for a soap carving club or fancy yourself as the next cryptocurrency queen - join our diverse, eclectic community and come and find your crowd at Unite Students, and get access to a plethora of experiences, connections and memories for life.
How ‘You do You’ rolled out as a strategic thread across the campaigns:
Retention - Where else can you do you?
Acquisition - You do you in our fabulous community.
Summer - You do summer, however you choose.
Clearing - You can still do you, just the way you’d planned.