The University of South Wales (USW) was launched in 2012 as an amalgamation of two regional Universities. USW asked us to create a cinema advert, which raised the awareness of the new brand with a specific call to action – attend their open days. The content needed to be emotionally charged, memorable, and ultimately able to drive visits.
The dramatic script called for a very special delivery and we were delighted when the brilliant South Wales actor, Ioan Gruffudd, agreed to fly in from his home in LA to work with us. The script itself played on the theme of time and how one off decisions can have a domino like effect on human lives. This theme was further enhanced by our VFX team, who added a series of fireworks exploding in reverse.
Launched through regional cinemas and online, the video received unprecedented engagement with 70+ positive YouTube comments and 120,000 views in the first 7 days. The reach spread further through PR, local and national press. An audio-only version of the commercial also aired across radio stations in the Wales, West Country and the Midlands.