Viborg Katedralskole was in a dilemma. The school has always aimed to inspire, push boundaries and has stood for big dreams. At the same time, they are confronted with a generation that feels a lot of weight on its shoulders and has at times lost the feeling of being good enough. It's a generation that is increasingly looking for security and validation. 

The challenge was to create a brand and recruitment campaign that could address the concerns of young people while maintaining the ability to dream, which is an essential part of Viborg Katedralskole's identity.

For us, it was about not viewing dreaming and the need for security as two contradictory elements. Instead, we wanted to portray that big dreams and security can be mutually dependent. If there is no safe and explorative environment where there is room to fail, how can we dare to dream?

We also wanted to recognize and articulate the pressure that young people sometimes feel. When, for example, the choice of high school feels like it locks in all future possibilities before adulthood has even begun. 

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In the cinema film, it is structured as a classic counterpoint relationship. A communication where Viborg Katedralskole goes against the pressure from the outside world, and where our hook is based on a pain and a feeling that we know large parts of this particular target group share. 

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For this particular narrative, there is no better narrator than the students themselves. The story is therefore told through quotes from students at the school. Several of the students are also used in portraits later in the campaign to build a closer relationship and to attract specific groups of students.