Babbel | ‘Understanding changes everything.’

The campaign focuses on the transformational effects that come with knowing another language. Highlighting the claim Understanding Changes Everything, two new TV Spots show how small interactions in other languages can have profound effects on a personal and professional level. 

This adds to one of Babbel’s core brand messages: to inspire conversations that transform your world. The campaign has been developed based on research and market tests done via the research institute IPSOS.



It’s the first cooperation between Babbel and the award-winning Amsterdam-based production company Media Monks together with creative director Charlotte Moore.

While much of the language learning space is about promoting language skills as a bullet point for your résumé or a tool for your next holiday, Babbel wanted to dive deeper. “It’s true that learning a new language can change your cognitive skills, your career options or your personal life”, says Charlotte Moore, Creative Director for the campaign. “But deeper than that, beyond that, it enhances what you understand about yourself and the world around you. When you put people together who share that experience, the possibilities of change for the better increase dramatically. Understanding is a power for good, and Babbel takes the responsibility of spreading it through language-learning very seriously.”




The message: Learning a language isn’t just a transactional skill, but a life-changing activity that changes how you see other people and therefore the world. Babbel’s courses, developed by language learning experts give users the necessary confidence to engage in a conversation with others. The efficacy of the courses has been demonstrated in several studies in collaboration with, for example, Yale University.

To test how this messaging would resonate in the markets before launch, Babbel enlisted the help of the market research institute IPSOS. "After talking to consumers globally, we understood that they wanted to be inspired to learn a language, but also wanted to know more about the benefits of Babbel,” says Ana Cavalcanti, Head of Creative Operations at Babbel.

“This is why our creative strategy addresses both, with a brand spot that delivers a fresh perspective of Babbel that inspires people to start their language learning journey, and a product spot that reminds learners that Babbel's expert-crafted learning experiences will motivate them and help them achieve the gratification of speaking a foreign language."

The international campaign kicks off with the two TV spots in 30-, 20- and 10-second formats in the United Kingdom, Germany, Switzerland, Austria, Canada, Brazil, France, Italy and Spain. Besides TV the multi-channel campaign will be rolled out across social media, display, YouTube, PR channels and SEM.

Babbel is the new way to learn a foreign language. The comprehensive learning system combines effective education methods with state-of-the-art technology. Interactive online courses will improve your grammar, vocabulary and pronunciation skills in no time. You'll make fast progress and have fun doing it.

#ProjectLiteracy |Pearson

Pearson: Project Literacy

Project Literacy, the global campaign led by Pearson and FCB Inferno, has received international praise for its inspiring message and efforts to tackle the pressing issue of illiteracy.

Based on the discovery that illiteracy impacts over 750 million people worldwide, or one in ten people alive today, Pearson set out to raise awareness that this crisis contributes to a large portion of the world’s biggest problems.

Driving the message that words have the power to end illiteracy, the campaign included a 90-minute film with a particularly harrowing narrative and a social media campaign that onboarded a whole host of influencers.

In less than a week, #ProjectLiteracy reached over 10 million people on Facebook, while the film has now earned more than 12.8 million views, with Project Literacy being asked to join the UNESCO Global Alliance for Literacy. Emilie Colker, Vice President of Brand and Social Impact at Pearson, founding partner of Project Literacy says:

“This campaign has brought a largely invisible issue to the attention of millions.”

About Pearson 

We’re here to keep the whole world learning In a fast-changing world, education is the key to success. For many people, learning is the route to a job to support their family or the skills to help them make progress in their career. For others, it’s simply a lifelong passion for discovery. For every learner, at every stage of their life, education is the path to opportunity and fulfillment. Our world-class tools, content, products, and services are designed to help people adapt to our changing world, navigate its challenges and opportunities, and ultimately make progress in their lives. Because where learning flourishes, so do people.
We want to improve access and outcomes in education for learners around the world. We do this by combining expert content and assessment, powered by our services and technology. We’re proud to be a trusted partner to schools, colleges, and students. 

• Content and platforms such as MyLab, Revel, Bug Club, enVisionMATH, and SuccessMaker, plus leading author brands such as Campbell, Hubbard, Ciccarelli, and Martin-Gay 
• Assessments such as GCSEs, A levels, BTECs, WISC-V, PTE Academic, and school assessments using TestNav 
• Services such as Pearson VUE, Pearson Institute of Higher Education, Connections, and English Language centers, e.g., Wizard and Wall Street English

World awaits English speakers

EF (Education First), is an international organisation committed to breaking down barriers of language, culture and geography through the highest quality of educational experiences. EF’s English language program was promoted in 2012 with a print advertising campaign focused on children’s English programs in China, Russia and Indonesia, with children leaping and dancing through barriers between postage stamps. 

The adult campaign focuses similarly on bodies in motion, conveying Education First’s mission to help people move forward with confidence, both in their education and careers. OOH installations will go up in several prominent urban locations, including Shanghai, Beijing, Shenzhen, Moscow and St. Petersburg.

Where the children’s campaign focuses on broadening geographical horizons for kids through the English language, the adult campaign uses the image of business people in acrobatic motion and exploding chalk around them to demonstrate the endless opportunities that the English language provides for upward mobility in the workplace.

Research conducted by Education First shows that businessmen and women outside the U.S. who can speak English earn an average salary of 30-50% more than those who don’t speak the language. With this in mind, the new campaign centers on taking control of your career, with headlines like “Go be your boss’s boss,” “Go from rut to rocket” and “Be your own secret weapon.”

Credits

The EF Barriers campaign was developed at The Martin Agency, Richmond, by chief creative officer Joe Alexander, creative director Brian Williams, copywriter Jeanette Tyson, art director Mark Brye, account director Ian Davidson, account executive Jacki Juenger and project manager Emily Masters.
Photography for the children’s campaign was Allen Birnbach. Photography for the adults campaign was Daniel Pothecary. Digital imaging was done at Smoke & Mirrors.

That Al Salasil, If You Can’t Find Happy Endings, Read’em

British Council launches campaign aimed at emerging creatives

The British Council has launched a call for entries to its Realise Your Dream Awards which sees young Australian creatives given the chance to work in the UK with leading visual arts, theatre, fashion, music and design talent.


Online ads to promote the awards have been created by ad agency Republic of Everyone.
There will be five awards handed out, with each winner flown to the UK. Sponsor National Australia Bank will provide them with $8000 to assist with expenses.

Realise Your Dream is open to emerging practitioners working or studying in creative industries including visual arts, fashion, design, architecture, music, digital media and performing arts.
Entries will close 6pm, June 18.
Last year, The Glue Society created online videos to promote the awards, featuring a bickering lion and unicorn.