South and City College Birmingham wanted a new creative direction for the college. Their advertising had followed a very familiar path for educational institutions and just wasn’t cutting it among their target audience. Working with One Black Bear agency, we created a campaign that swerved the well worn cliches, instead projected SCCB as somewhere you could study and be more than just a score. A place to flourish if you wanted to do more with your life with support and backing to help you excel no matter what your abilities. Featuring students from the college within the campaign plus a distinct and ownable look and tone of voice that moved firmly away from the usual educational advertising campaigns. The campaign has been rolled out through video, digital media and outdoor and the branding is being deployed to all the colleges campuses around the city.