University of Phoenix Touts the Pride of Its Students in New Campaign

Work From 180LA Aims to Shift Public Perception of Online Education

Published on

Editor's Pick

University of Phoenix aims to turn around the public perception of the for-profit online school as a "diploma mill" with its latest campaign, "We Rise."

Created by 180LA, the campaign is the school's first creative effort since January 2015 and highlights the pride of its current students and alumni, who are typically working adults with families. Launched days after the announcement that the Apollo Education Group -- the university's parent company-- is going to be sold to a private equity company, the campaign shifts UOP's focus from enrollment to retention.

"We wanted to show the determination of a typical student who wants to get a degree while working and taking care of his or her family," said Chris Mendola, 180LA's founder and chairman.

The main TV spot features several scenes inspired by students' real stories -- working mothers, farmers, army veterans, and waitresses juggling books and assignments on break, as a modified version of the "Wizard of Oz" tune "If I Only Had a Brain" provides the soundtrack, informing the hardships the students face to get their degrees and calling out to employers: "You're going to want someone like me, but only if you have a brain."

This is 180LA's first effort since the agency took on the account and, according to Mr. Mendola, the concept of "We Rise" came from the sheer determination he and his partners saw in the student body and alumni. They wanted to convey that to the world and prospective employers. "They are determined, smart, passionate people. How can they be overlooked?" he said.

See more at Ad Age.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 12, 2016
Agency:
180LA
Chairman:
Chris Mendola
Client:
University of Phoenix
Global Chief Strategy Officer:
Mike Harris
CCO:
William Gelner
ECD:
Eduardo Marques
ECD:
Rafael Rizuto
CD:
Wilson Mateos
Copywriter:
Josh Hacohen
Art Director:
Karine Grigorian
Head of Integrated Production:
Natasha Wellesley
EP:
Calleen Colburn
Senior Producer:
Dominique Anzano
Group Brand Director:
Suzy Sammons
Brand Director:
Jillian Nalty
Brand Manager:
Ashley Wade
Director of Business Affairs:
Loretta Zolliecoffer
Business Affairs Manager:
Angel Cielo
Planning Director:
Suzy Mae Mattay
Production Company:
The Corner Shop
Director:
Peter Thwaites
DP:
Joost Van Gelder
Managing Partner/EP:
Anna Hashmi
Line Producer:
Suzie Tedesco
Casting Company:
Shane Casting
Editorial:
Cut & Run
Editor:
Steve Gandolfi
EP:
Carr Schilling
Producer:
Remy Foxx
Assistant Editor:
Luc Giddens
Completion/Special Effects:
The Mill
Colorist:
Adam Scott
Online/VFX:
Jogger
Henry/Flame Artist:
Dave Parker
EP:
Rich Rama
Recording Studio:
Lime Studios
Sound Mixer:
Rohan Young
Assistant Mixer:
Ben Tomastik
EP:
Susie Boyajan
Music Company/Sound Design:
We Are Walker
Vocals and Composer:
Roarke
Producer:
Sara Matarazzo
Song Title:
"More Than Brains"
Lyrics:
Josh Hacohen
Lyrics:
Roarke

See more credits

Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age