Here for Their Future
529 CSPN
(College Savings Plans)
Brand Identity | Integrated National Campaign
A new brand identity and national advertising campaign for the organization which help families save for higher education so they can be less reliant on student loans.
529 College Savings Plans help families save for higher education. We helped build their brand and developed a campaign to spread the message via traditional media and a stronger web presence. Each state has their own arm, but our client was the body. Aligning the message and effort meant that we needed to be the parent in the room and elevate the conversation. In addition, we developed a direct to consumer campaign providing a purchase code in a small glass vial proving that, “An Ounce of Prevention is Worth a Pound of Cure.”
Using a technique called a oner the spots are one continuous shot, without any cuts. With only 15 seconds to tell a three act story, we cut from scene to scene in a choreographed dance. To illustrate the dreamlike passage of time through memories and inspiration, we designed and built a modular stage like a lazy susan. Each ring of the stage twisting in opposition as the camera weaves between actors and crew removing and placing set pieces in sync.
Using a simple melody, we repeat a few bars over and over with progressive complexity, volume and arrangement. Each spot voices the melody with a different instrument. The Mechanic feels industrial, the Vet softer and more delicate, the Programmer has a digital feel and the Engineer uses a percussive tonality to echo the basketball subplot. A final VO statement with an announcer, gives a simple statement about 529.
529 College Savings Plans are not new, but awareness is still low. My job was to develop an identity system for the national effort which supports each individual state and helps to unify a movement. The brand should be clear, vibrant, joyful and mature.
