College of Western Idaho
Higher thinking about higher education.
Case Study
College of Western Idaho is the largest community college in Idaho and provides supportive access to education. By providing degrees under $10,000 and offering critical services like adult education, workforce development, and dual credit, it provides more prosperous futures to an entire community. CWI is unapologetically focused on three things: employability, affordability, and accessibility. With this mission in hand, it gives confidence to an entire community and tells them that they are in control of what gets written on the next page. CWI inspires students to make choices, not fall to circumstance, and lets students know that they will be their servants in the uncertain and their guides to the unknown.
Services Provided:
Let’s Get Started
:60 Commercial
The film dramatically brings the campaign's key insight to life. Our biggest competitor isn’t other colleges it’s self-doubt. The film features diverse faces and the inner monologue of discouraging self-talk. The script draws the audience in with the unlikely line “I am not good enough.” which is the start of a captivating palindrome script. At the midpoint in the film, the script begins to reverse, the tone and music shift as we revisit the same cast of characters replacing the look of self-doubt with self-confidence as the film takes an unexpected turn to resolve in a supportive message of hope.
Radio
Both traditional and digital radio continues to play a critical role in the media mix for companies looking for brand awareness. With our need to improve awareness of the college, we needed to find a way to translate a very visual campaign into something that creatively tells the story over audio. In the same fashion as the rest of the campaign, we share the story of overcoming self-doubt to do something big.
