Full-service advertising agency, barrettSF , reveals the “Get Unstuck” back-to-school brand campaign for Course Hero, the online learning ...
Full-service advertising agency, barrettSF, reveals the “Get Unstuck” back-to-school brand campaign for Course Hero, the online learning platform where students can access over 30 million course-specific resources to help them study.
The creative campaign includes two unique video concepts: “Coffee Shop” and "Dorm.” Each scenario presents a relatable and humorous exchange between an antagonistic computer cursor and a student who is finding it challenging to study—underscoring Course Hero’s ability to empathize with students, understand their struggles, and provide reliable support in their time of need.
The campaign launched in early September and continues to roll out across a variety of digital channels including radio, pre-roll, display and social.
“We are thrilled to partner with barrettSF on the launch of our back-to-school campaign,” said Andrew Grauer, CEO and cofounder of Course Hero. “Our goal is to help students get unstuck. Their work cleverly captures that familiar feeling of being stuck and struggling—and then guides students to Course Hero where they can learn deeply and tackle challenges throughout the school year.”
“Students everywhere can relate to feeling stuck at some point in their college careers—whether it’s because they’ve spent more time studying social media than social studies or because having a full-time job and being a full-time student is full-time hard.” said Meredith Karr, Associate Creative Director at barrettSF. “So our goal with this campaign was to capture that relatable feeling in an honest, yet entertaining, way.”
The campaign represents Course Hero's first step in establishing a consistent brand tone, with plans to iterate on the same theme in support of additional product launches. The second wave of the “Get Unstuck” campaign will roll out in January 2020.
Advertising Agency: barrettSF, San Francisco, CA (USA)
Founder, Executive Creative Director: Jamie Barrett
Founder, Managing Director: Patrick Kelly
Head of Production: Conor Duignan
Associate Creative Director: Brad Kayal
Associate Creative Director: Meredith Karr
Designer: Kate Gallihugh
Broadcast Producer: Davielle Boon
Account Director: William de Ryk
Account Supervisor: Anna Raynor
Director of Brand Strategy: Jillian Davis
Brand Strategist: Kevin Albrecht
Production & Editorial Company: Where the Buffalo Roam
Executive Producer: Tim Pries
Head of Production: Chris Whitney
Line Producer: Emma Jubinski
Producer: Phil Tang
Director: Jonny Zedd
Post Producer: Michael Schultz
Editor: Dashiell Reinhardt
Assistant Editor: Kyle Davidson
Animators: Jake Pryor, Chris Carmichael, Jessica Gibson
Sound Design/Mix: MSquared Recording
Sound Designer: Mark Pitchford
Producer: Sarah Benedict
Client: Course Hero
Chief Product Officer: Ankur Varma
VP, Marketing and Partnerships: Andrew Nesbit
Interim Head of Marketing: Sara Gaviser Leslie
VP, Design: Genevieve Conaty
Senior Design Manager: Natalie Nakai
Content Marketing Operations Manager: Yasaman Zaca
Digital Marketing Manager: Katie Schiff