15 SECOND TV SPOT

CHALLENGE

Fresh off a successful TV spot the previous year, the client looked to TWG to develop a simple yet affective TV spot that would promote Humber Colleges quality programs, pathways to success and the numerous course options and programs to choose from. The challenge... how do you fit all that into a 15 second spot?

INSIGHT AND KEY CONSIDERATIONS

The spot was being placed on OMNI 1 and 2 during key news times in the hopes to reach Humber’s primary target of Cantonese, Mandarin and South Asian markets. The client was keen on keeping the spot simple with sounds, text and a clear message, incorporating the brand standards and complementary colours.

IMPLEMENTATION

After reviewing the requirements, story board illustrations were developed and presented to the client for approval before any technical development design work took place. Taking into consideration the short timeline the client presented TWG, the creative direction was approved and designers were able to execute the creative technical and musical development. The music accompaniment was a playful instrumental piece that complemented the spot and had a catchy connection to the spot.

RESULTS

During the testing phase, the TV spot received positive feedback from students. The music is what people remembered. The clear message and call to action is evident with prospective students inquiring on how they can access the Humber College educational experience. The use of animation in a medium that typically uses full motion video was also noteworthy. Most PSE spots are student “talking heads” so this set the spot apart from others.