Cannes Lions

More Than Brains

180LA, Santa Monica / UNIVERSITY OF PHOENIX / 2016

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Film

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Description

People say University of Phoenix degrees are worthless. They say its students are a product of an online university scheme, and that they’re dumb or unqualified.

But our students are unlike any other. They’re fighters. They’re qualified in something more powerful than anything on a résumé. They’re qualified in life.

We challenged the public opinion that our students are dumb, and rewrote the song “If I Only Had a Brain” from The Wizard of Oz, the classic tale of a Scarecrow’s self-doubt and presumed intellectual inadequacies, to prove UoPX students have more than brains, and that they bring real experiences beyond academia to their skill-set.

As the rewritten song plays, we see scenes of students overcoming adversity—from earning a degree between shifts to taking care of a sick parent. Our students are more tested, more determined, and more qualified than you think. And that’s why they rise.

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