Creativity

This College Pranked Graduates to Make an Ad About Their Real-World Skills

Campaign by Kaplan University Aims to Show How Well-Equipped You'll Be

By Alexandra Jardine. Published on May 09, 2017

Editor's Pick

A new campaign by Kaplan University chose an unusual way to demonstrate how well-equipped for the real world its graduates are. The Florida-based college set up unsuspecting graduates in fake scenarios and pranked them into showing off their skills.

Two films, by Arnold Worldwide, center on nursing grads, seen here, and IT graduates. (There's also a 30 second teaser version of the nursing spot.) All were told they were being filmed for a documentary. Then, something surprising happened: in the nursing scenario, a car seemingly crashes into a nearby cyclist and he hurts his shoulder, while in the IT scenario, the network of the company they were visiting went down.

In both situations the graduates are well-placed to go in and help, and they do an admirable job. Later, it's revealed to them that the people are all actors it's actually an ad for Kaplan -- and the aim of the campaign is to show how the university truly prepares you for the real world.

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About

Credits

Date
May 09, 2017
Agency:
Arnold Worldwide
Chief Executive Officer:
Greg Marino
Client:
Kaplan University
President:
Betty Vandenbosch
Chief Marketing Officer:
Kathy Klinger
VP of Marketing:
Carrie Klotz
Marketing Director:
Cherlyn Warner
Senior Marketing Manager:
Lisbeth Matheus
Assistant Academic Graduate Program Chair:
Dr. Michelle Pedulla
I.T.:
Alan Rynarzewski
EVP, Executive Creative Director:
David Register
SVP, Group Creative Director:
Dylan Bernd
Associate Creative Director:
Larry Fahey
Associate Creative Director:
Kristine Andrews
Art Director:
Julianna Rose
Copywriter:
Adia Betts
EVP Director of Content Production:
Bill Goodell
SVP, Associate Director:
Spring Clinton
Assistant Broadcast Producer:
Emily LaPierre
SVP, Brand Strategy Director:
Andrew Butler
EVP Managing Director:
Barbara Reilly
SVP, Marketing Director:
Sarah Taylor
Senior Marketing Manager:
Emily Kohlbeck
Casting Agent:
Mimi Webb Miller
Editorial:
PS260
Editor:
JJ Lask
Post Producer:
Marlinda Walcott
Assistant Editor:
Tyler Hurst
Assistant Editor:
Erica O'Brien
Executive Producer:
Carol Dunn
Executive Producer:
Zarina Mak
Head of Production:
Laura Patterson
Graphic Designer:
Patrick Lavin
Graphic Designer:
Michael Marciano
Flame Artist:
Margaret Yang
Music:
Human
Sound Designer:
People of Rhythm
Sound Designer:
Brian Keigher
Mix Company:
Plush - New York
Mixer:
Rob Fielack

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