Doesn’t it make you stop, look and listen when you come across a campaign that’s strikingly different from its competitors. That’s especially true when those competitors are abundantly enthusiastic advertisers and you’ve heard so much of the same.

Arnold Worldwide Boston has given Kaplan University one of those stand alone campaigns that grabs your attention. And it presents a promise the others have largely overlooked. It shows how well-equipped Kaplan’s graduates are for the real world.

The campaign is a stunt. In two films, one for nursing and the other for IT, graduates were told that they were to be in a documentary. During filming, they were plunged into an emergency situation. The graduates stepped into the roles they’d studied for, handling the situation ably.

Three films resulted. (Nursing gets a 30 second version as well as its two-minute film)

Credits

Agency: Arnold Worldwide 
EVP, Executive Creative Director: David Register
SVP, Group Creative Director: Dylan Bernd
Associate Creative Directors: Larry Fahey & Kristine Andrews
Art Director: Julianna Rose
Copywriter: Adia Betts

EVP, Director of Content Production: Bill Goodell –
SVP, Associate Director of Integrated production: Spring Clinton
Assistant Broadcast Producer: Emily LaPierre
SVP, Brand Strategy Director: Andrew Butler
EVP/Managing Director: Barbara Reilly
SVP, Marketing Director: Sarah Taylor
Senior Marketing Manager: Emily Kohlbeck