Curly Films Connects with Aspirational Young Students for London South Bank University Campaign

Anything is Possible has collaborated with Curly Films to create a new student recruitment campaign for London South Bank University (LSBU) that connects with an aspirational youth demographic.

In the early insight stages of this project, Anything is Possible discovered that LSBU has an unusually high percentage of young students, largely from South East London and surrounding areas, who are the first in their family to attend higher education.

This potential for increasing social mobility made Anything is Possible plan the video’s creative content accordingly - and doubly committed to connecting with young people seeking to set new traditions for themselves and their families.

Directed by Alex Dickinson for Curly Films, the commercial features a supporting cast of real faculty and students who were in their first week of experiencing the university.

Andy McLane, creative director, AIP Media said, “We needed to appear in a way that felt attractive and authentic to a discerning young audience.

With LSBU’s 'THE MAKING OF YOU' campaign, we wanted to create an idea that crackled with the exciting potential and energy that you feel at this time of your life, using visual language that the audience will recognise as the journey they are already on... to become another version of themselves.”

Alex Dickinson, director, Curly Films said, “As soon as I dove into the script, I felt the weight of responsibility for how this project could impact its viewers. It was crystal clear that my main aim was to create a commercial that boosts the audience's confidence, urging them not only to feel empowered but to venture into their unexplored potential.

Considering how much content bombards younger audiences these days, I wanted this commercial to stand out, to cut through the noise and connect on a deeper level. This was crucial because, in the end, we possessed the ability to positively change the trajectory of someone's life for the better…”