Westwood College has hired Cactus to reinforce their brand image while continuing to attract qualified prospects. This first TV spot, called "Changing Backgounds" is the beginning of our partnership toward more innovative marketing solutions with Westwood. The challenge: take on an industry known for traditional direct response TV advertising and convince the client that you can make the phone ring without compromising your brand image in the process.
Featuring a typical post-high school graduate, ”Changing Backgrounds” taps into the frustrations that young adults experience while working dead-end jobs without a plan to achieve their desired career goals. Discovering traditional university life or jobs in minimum wage industries aren’t the right fit, the graduate responds to an advertisement for Westwood College. He then receives education and valuable experience, which eventually leads him into the successful career he has always desired.
With multiple end tags, the spot can be customized for Westwood College’s campuses in California, Colorado, Illinois, Georgia and Virginia to promote different career programs, including criminal justice, design, business and healthcare, offered at local campuses. Cactus has also launched an online component including HTML and Flash banner advertisements. With headlines such as “Go from making a living, to making a life” and “Throw away your throw-away job,” the banner ads feature young adult students in pursuit of rewarding careers and are consistent in appearance, tone and message with the TV spot.
TV Creative Credits:
Agency – Cactus
Production Company – Fueld Films
Producer – Brady Anderton, Fueld Films
Director – Ben Hurst, Fueld Films
Director of Photography – Doug Chamberlain, Fueld Films
Graphics – Studio Spillt
Producer – Kimberly Bolick, Spillt
Graphic Artist – Ryan Bramwell, Spillt
Graphic Artist – Chris Sayers, Spillt
Recording Studio – Rocky Mountain Recorders
Engineer – Andrew Vastola, Rocky Mountain Recorders
Post Production – Citizen/Base2
Editor – AJ
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