New Word Order bridges the gap from the past to an exciting future.
Gold Coast private school Coomera Anglican College has launched the Anything is Possible campaign to position itself as the private school of choice in the northern Gold Coast region.
New Word Order (NWO) was tasked with bridging the gap from the past to an exciting future, to unite its community under an integrated brand and draw new families to the school through the new campaign.
The agency used focus groups, in-depth interviews, a competitor analysis and a brand refresh to develop the public-facing campaign.
Steering away from traditional school advertising, NWO created a cinema ad which will screen in cinemas in South-East Queensland, predominantly in the Gold Coast and Brisbane regions. The campaign runs until the end of December.
New Word Order CEO and copy director Suzanne Oxford says positioning was key to the campaign.
“To help set Coomera Anglican College apart from its many competitors, we purposefully backed away from how schools usually advertise – there’s so much same-same in school marketing that schools all start to look and feel alike. Instead, we really listened to what defined them and that gave us our brand strategy and story.”
NWO drew inspiration from global sports and technology brands. With a script drawn from lyrics of the college’s song, paired with inspiring footage, the video acknowledges the past while painting a vivid picture of the future.
Coomera Anglican College marketing and communications manager Aimee Bartlett says the campaign highlights what makes the college unique.
“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.”
Credits:
Client
Coomera Anglican College
Agency Team
Andrew McGuckin – Head of Design
Suzanne Oxford – Copy Director
Kat Scott – Producer/Account Manager
Partners
Rich Wang – Videographer
Christian Tiger, Compadre – Photographer
Derek Leong, Dek Art Design – Retoucher
Anasiou Canaris, The Post Office – Editor
Ross Batten, Rosco Audio – Sound Designer
