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The Open University UK: Free Your Ambition
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The Open University, the UK's largest academic institution, has launched a major campaign to inspire people to harness their ambition through education and achieve life-changing results with the university's flexible offering. The 'free your ambition' multi-channel campaign is expected to reach 75% of the UK adult population and highlights the university's wide appeal as a flexible, distance-learning institution. Running under a ‘Your Ambition, Our Mission, Set yours free’ strapline, the new campaign, created by Havas helia, will appear across TV, cinema, radio, out of home and digital across all four nations of the UK. It was shot by Ivan Bird – one of the UK’s most sought-after commercial directors and cinematographers, best-known for his work on Guinness’ iconic ‘Surfer’ and ‘Swimmer’ commercials – through Moxie Pictures, while the media placements were planned and bought through Havas Media. The 30” ad, tells three inspiring, interwoven stories of people whose lives have been transformed through studying with The Open University. Shot in reverse, it opens with the culmination of their studies – including a ‘Mr Richards’, taking his first class in his dream job as a teacher - before tracing their unique journeys back to the moment that inspired them to apply to The Open University. Showcasing The Open University’s unmatched ability to help turn ambitions into opportunities, the ad also highlights its inherent flexibility around students’ lives.
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