McCann Leeds is behind a new campaign launched by the University of Leicester.
The ‘Citizens of Change’ campaign asks ‘What do you want to change?’ as it seeks to capture the attention of prospective students and highlight how the university can help them to change the world.
It uses a range of real, unscripted and authentic answers from current students, using them as the backbone of the creative’s approach, design and copy.
The integrated campaign will be carried across TV, OOH, paid social and programmatic audio.
McCann has also developed a Campaign Playbook, detailing all of the different creative and design assets of the campaign, which will be used by the university’s internal design studio to develop further assets over the next two years.
