"I Can Soar" Campaign for EAA

Lowe Campbell Ewald have presented their campaign for the Education Achievement Authority (EAA), a new statewide school system designed to dramatically redesign public education in Michigan's lowest performing schools.

Titled “I Can Soar,” the campaign – consisting of TV, radio + print – aims to recruit and retain students with the notion that the EAA gives its students wings to succeed. The TV spots are of particular interest, as they commissioned well-known Detroit street artists to draw graffiti “wings” on real EAA students, which was produced into a two: 30 stop motion films.

EAA schools are creative, innovative learning environments that provide students a quality education. They offer struggling students the opportunity to catch up to their peers around the state and receive the education they need to succeed in college or a career after high school. The system opened in September 2012 with 15 of Detroit’s lowest-achieving schools. The objective of this new campaign is to retain the students that are already enrolled, while attracting others to join EAA’s student-centered approach to learning. There's also a short behind the scenes film from the shoot.

CREDITS:
 
Agency: Lowe Campbell Ewald
 
Creative
Mark Simon
Eric Olis
Steve Platto
Tom Cerroni
Joe Godard

Account
Kathleen Donald
Alex Harding
Davina Hamilton
Jennifer Monaghan

Legal
Veronique Tu
Lorinda Heide

Production
Kim Warmack
Tatiana Luneva-Evenchik
Martha Carter
Victoria Marzec
Brenda Gorman

Media
Katie Pizzimenti
Kendra Mazey

Solutions Planning:
Melissa Shubert
Kayla Thompson