When students think about getting a part-time job, they don’t think about being a nanny and that became a problem for Koru Kids. In July 2018, we began our partnership with Koru Kids to help them create a brand that appealed both visually and emotionally to students. Our goal was to make becoming a nanny a top choice for a student job.
All the nannies we interviewed have big ambitions in life – and they all looked forward to looking after the kids because it took their mind of all the worries and anxieties surrounding their day-to-day student life. When asked what things they did with the kids the common theme was playing and getting creative.
This insight inspired us to create a campaign that brought to life all the weird and wonderful things nannies do with kids to show that it’s actually a pretty awesome job.
The idea was to bring a few of the playful things nannies do with kids to life and make them sound like proper job roles by adding Director, Head or Chief to the title.
We casted over 20 Koru Kids nannies who’d never modelled before to take part in the campaign. With only one day to shoot and three storylines to bring to life across print and video – we had to move fast.
We had a blast! Every single nanny brought a huge burst of energy to each story and weren’t afraid to get their hands dirty – giving the campaign an authentic personality that nobody can ever replicate.
Part of our goal was to create a thumb-stopping look and feel, so we evolved their brand guidelines by adding a set of vibrant secondary colours. These amplified the way content showed up on student campuses and in social newsfeeds.
To make it worth sharing, we brought three nanny stories to life using GIFs and videos. These ads are running right now at university campuses across the UK and on Instagram, Snapchat and Facebook.
Since going live in September, so far the campaign has:
The campaign will continue to run till Q1 2019.
Amazing creative can’t happen without amazing relationships.
We never look at projects through a short-term lens, we only ever look at them through a telescope – making us creative partners with a single vision.
We can adapt fast, move like the wind and make amazing stuff happen before you blink.
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