“When We Grow Up” Yorkville University Ad Campaign Rationale

I had the honour of writing the scripts for Yorkville University's latest brand awareness campaign, “When We Grow Up.”

Below are a few notes on the creative and tactical thinking behind the ads.

Campaign Summary 

Yorkville’s new brand awareness campaign, titled “When We Grow Up,” consists of three video spots featuring three fictional Yorkville students, all from differing backgrounds.  

In each video, our characters are confronted with a thought-provoking question typically reserved for children: “What do you want to be when you grow up?”  

 In all three stories, the question serves as a catalyst for change, causing our characters to self-reflect and act towards realizing their full potential.  

 Campaign Rationale 

Overall, the campaign aims to set Yorkville University apart on an emotional level by communicating three things:  

• We are a school that is dedicated to lifelong learning 

• We recognize and support students from all walks of life 

• We are here to enable your possible.  

Individually, each ad spot is intended to inspire, motivate, and provoke reflection by directly resonating with the experiences of our prospective students, many of whom are adults now recognizing their untapped potential and contemplating a career change.  

More tactically, the campaign also seeks to convey Yorkville University's key selling points as a product: our programs provide a flexible, efficient, and effective path for personal and career development while catering to students with varied schedules and diverse backgrounds.

This is achieved through a ‘before and after’ narrative structure in each video, where viewers witness our characters completely alter their life trajectories by enrolling in Yorkville University.  

The Ads 

“Mom & Daughter”    

During a drive home from school, a mother is stirred by her daughter's innocent question, “What do you want to be when you grow up?” 

“Warehouse Workers”   

During break, a group of co-workers jokingly ask Alex, "What do you want to be when you grow up?" Inspired, Alex pursues a BBA degree with the support of his entire warehouse crew.  

 “Fortune Cookie”  

Priya brings Chinese takeout back to the office for a late-night work session. After her meal, she discovers an unexpected message inside a fortune cookie: "What do you want to be when you grow up?” The message propels her to rethink her career.