How do you get humanities students to get involved in a volunteer organization that aims to bridge the gap between humanities and business? 

Overall, this was the question that was asked at our first meeting with HiE. They were unsure what was holding a large part of their target audience back from attending events and volunteering with the organization. They lacked an understanding of their target audience, and they needed a way to get through to them. 

Specifically, they wanted an output; a film that spoke so strongly to the target audience and sparked so much interest that they wanted to take the next step.

We started by doing a target group survey where we had in-depth conversations with the target group. It became clear that what holds students back the most is not actually their lack of interest, but their insecurities.

They are unsure about many aspects of business and are therefore afraid to take the plunge. This led to a lot of interesting quotes. Quotes that we quickly realized we needed to use in the creative concept. 

We selected the 4 strongest quotes and decided to work on them. From there, we started to creatively rework the communication. We wanted to do more than just talk about the uncertainties. We wanted to evoke emotions and undermine the uncertainties. We wanted to show humanities students that their biggest obstacle is actually their insecurities. 

The result was a creative concept where we exaggerate the metaphorical nature of uncertainty to the point where it becomes clearly exaggerated, thereby undermining the uncertainties. The commercial uses these exaggerated examples through a narrative that goes from uncertainty - the break with uncertainty - the victory. A narrative that communicates that the only thing keeping humanists from being the best is their own insecurities. That they are much more than their insecurities.