“If They Did It, So Can I”

The campaign’s core message was built around the phrase: “I studied at Tredu too!” The idea highlighted that adult education at Tredu can lead to almost any profession. In the story, the viewer steps into the shoes of the main character. The aim was to expand a relatable everyday situation into playful proportions while keeping the message believable and impactful. Clarity of the message was essential, as the concept also needed to work in short social media versions, still photos, and very short clips lasting only a few seconds.

A Puzzle of Characters and Moments

The project was like an entertaining puzzle where every character, glance, and camera direction played an important role. Karu was responsible for the screenwriting, direction, and overall technical production, while Tredu provided the performers authentically from different adult education programs. And here’s an unexpected spoiler:
even the character saying “I haven’t studied at Tredu” turned out to be a Tredu student!