Joke Smit College online campaign

Joke Smit College is the adult secondary school (vavo) of ROC van Amsterdam, near the Museumplein, where mostly young adults complete their mavo, havo or vwo diploma.

The brief

For many of its students, Joke Smit College is a second chance: a place to finish the diploma that did not work out the first time. The school wanted an online campaign that speaks to those young adults directly, shows what the school is really like and lowers the barrier to enrol.

Approach

White Label filmed at the school, in its classrooms and with its teachers, and built the campaign around a student’s story. The film follows one student, Boy, and shows the school through that student’s eyes: the lessons, the teachers who take him seriously, the atmosphere among students who all have their own reason for being there.

An honest tone was the most important choice. Prospective students have heard enough promises; they want to see whether they would fit in. The film gives them that look before they sign up.

Result

A one-minute campaign video that Joke Smit College uses on its website and social channels to reach prospective students. It shows how a school can present itself with a real story instead of a brochure.

More about Online campaign.