Sophie Lain


De Montfort University

Brief: Raise awareness of DMU on a wider scale amongst an audience who are accustomed to standard recruitment tactics.

Insight: Prospective university students have to wade through a sea of almost identical material to find the university that’s right for them.

Strategy: Create a recruitment campaign distinctive from competing universities, even when presenting topics that many others can claim, making it striking and unforgettable.

Interactive 16 sheet boards in cinemas

The interactive boards host an IQ test-style game that posed multiple-choice problems to discover whether the users are quick-thinkers, with a result based on the number of correct answers as well as the time taken to get there.
Users were then given the opportunity to enter a prize draw for £1000 of shopping vouchers in addition to a VIP open day experience at De Montfort University.

The digital interactive campaign, brokered with Starcom MediaVest Group and developed by Primesight, ran in cinemas in eight university town locations within Milton Keynes, Nottingham, Birmingham, Solihull, Luton and Leicester.

After winning the pitch for De Montfort University, the Senior Copywriter on the account had to go on extended sick leave. Despite still being a Junior Copywriter at the time, I was brought onto the account having already worked on the interactive 16 sheet boards. The idea had already been sold in by our Creative Director, but DMU still wasn’t happy with the line. I worked with the CD to finish the TV Script and craft the line “This is not surrendering to convention. This is learning to succeed.”

Outdoor print ads - billboard and adshels

After completing the TV script, I was then brought into the creative execution with the Senior Art Director, and together we directed the VO recording for the TV ad.

Television spot, created by Framestore

Click link in case of video malfunction.


Client: De Montfort University
Senior Art Director: Jonathan Sant
Designers: Morgan Coyle and Jak Colgate
Junior Copywriter: Sophie Lain
Creative Director: Trevor Chambers
Production: Framestore
VO: Merveille Lukeba
Agency: Cubo