A campaign encouraging people to do an online MBA with The Australian Institute of Business. That could be really dull.
Except it’s not. Cocogun’s creativity and the directing decisions of Good Oil’s Connor Pritchard (recent Emerging Talent winner at the Axis awards) have created two fun, musical “stories” for ambitious business execs who feel stuck in a career rut. One tells the story of Jessica Special “a marketer with mum-guilt and wasted potential”; the other tells of Jarrod Little, “a regional manager stuck in the middle”. Both stories are brought to life via a catchy, humorous and strangely moving song that inspires by tracking their journeys from could’ve to can.
Cocogun has then accessorised them with an entertaining audio version and a series of thought-grabbing print and social executions, running in Australia and Canada.
The campaign shows how an MBA with AIB is a practical, accessible, adaptable, tactical and invaluable step towards tangible career growth that can Turn Could’ve Into Can.
Ana Bellico, creative lead at the Australian Institute of Business, stated, “The creative landscape in higher education often feels same-same, pushing hyper aspirational narratives. We’re breaking from the industry’s usual MO by leaning into humour, honesty and a refreshing sense of self-awareness. We want to level with people and show those who’ve lingered on ‘could’ves’ for too long that an MBA is absolutely possible with AIB’s flexible online program.”
Kirsty Reynolds, Cocogun creative strategy lead, added, “Tapping into career existentialism in a quirky and empowering way speaks to the heart of so many people like Jarrod and Jessica who can’t shake the feeling that they are destined for more. By turning could’ve to can – they can fulfil their potential and achieve their career dreams with AIB.”
Credits
Client: AIB
Creative Lead: Ana Bellico
CMO: Eduardo Favarim
Creative Agency: Cocogun
Creative Partner: Ant Melder
Creative Strategy Lead: Kirsty Reynolds
Creative Director; Loz Maneschi
Copywriter: Lewis Clark
Group Business Director: Emily Hahn
Production Company: Good Oil
Director & Editor: Connor Pritchard
Producer: Kerry Prendeville
Executive Producer: Juliet Bishop
DoP: Devan Narsai
Production Design: Jordan Tarplett-Lee & Petelo Vaihu
Casting: Peta Einberg @ Catch Casting
Sound & Music – Zaidoon Nasir
