When it comes to bus drivers, school districts nationwide face a constant struggle to fill open positions with qualified applicants. In Wake County, where a kindergarten class is born every day, the challenge of recruitment falls to the Wake County Public Schools System (WCPSS).
Right on the heels of launching a new recruitment campaign into market, WCPSS wanted to develop a fresh solution to build on the campaign’s momentum. After some preliminary research, the district decided a TV commercial was the best way to go. Their goal was to create something unique, informative and attention-grabbing – something that could stand out in crowded advertising space. They wanted the commercial to not only deliver the right message, but also deliver it in an entertaining and memorable way.
Enter Avenir Bold. As the agency of record for WCPSS, we jumped at the chance to help them create something awesome. After hours of brainstorming tons of ideas and whittling them down to the best ones, we presented four unique and intriguing concepts featuring various types of video and narration techniques. In the end, the best concept quickly rose to the top – a music/lyric video featuring a modern twist on a very familiar children’s song.