GDST (Girl’s Day School Trust) called on Bandstand to help them attract new students to Sixth Form. The client was also concerned that girls already at GDST may want to attend a co-ed school to give them a more rounded experience.
I helped win this work through a competitive pitch, and then went on to lead the creative direction of the campaign across all of its touch points.
We knew to understand the real barriers of entry, we had to speak to the girls themselves. We undertook group workshops and interviews with students across the UK; some who had moved from mixed or single-sex schools and some students from other schools – grammar, comprehensive and private.
We learnt the two things that the girls wanted most from Sixth Form or college, was to belong to a group of like-minded people, and to be well equipped for the world of work.
We matched these key requirements, to benefits found at GDST Sixth Forms. This informed our campaign headline and proposition: “One of a kind, part of the family.”
By casting real Sixth Formers and real friendships groups, we were able to deliver authentic stories and natural imagery. We were able to portray their own GDST family.
To hero the power of the GDST network, and how it can unlock each student's potential, the campaign revolved around each girls' unique stories, their views and their experiences of life at Sixth Form. We knew these stories would inspire other prospective students.
The campaign was executed across multiple assets; film, static images, social media, website and OOH.
Role: Art director & creative lead
Copy: Will Miles
Design: Louella Minter, Ioana Bejenaru
Photographer: Mollie Rose
DOP: Kezia Quarcoo