UR went into direct procurement to find an agency to help them highlight their programs, activities, and value to convey UR’s relevance to everyone, adults as children. The purpose of the campaign is to strengthen the brand for the public with an emotional connection to UR’s offering.
Many adults connect UR to nostalgic memories of their own schooling and not to the rich program offering available one click away at their online site. UR’s knowledge reaches mostly children. What happens when that knowledge comes home and collides with an adult who has not had the same experience? There we saw a source of humor with a high recognition factor. We framed UR’s overall mission in a situation that most people can recognise: when children ask difficult questions to adults. The campaign rolled out on cinema, television, online TV, radio, print and in social media.