Brand studio The Butler Bros has created a celebratory video-driven advertising campaign to drive high school students to use Official SAT® Practice (satpractice.org), a free, personalized SAT practice platform created by the College Board and Khan Academy.
In the spot, a group of students walks into SAT test day with extreme confidence as the anthem “Jungle” by the X-Ambassadors plays. The scene is depicted as if it were a heroic moment in a feature film or sporting event. The Butler Bros partnered with Tool Productions to produce the video. A social media campaign is planned with the spot airing on Facebook, YouTube and at satpractice.org.
“The creative really demonstrates the emotional benefit of practice,” said Adam Butler, Founder and Strategic Chief of The Butler Bros. “Students’ desire to ‘feel comfortable’ and ‘have an edge’ were major motivational factors that surfaced in the College Board’s Youth Advisory Council research, which inspired our work.”
“For the first time, there is equal access to SAT preparation for all students—regardless of background. We want them to walk in on test day knowing that they’ve done what it takes to be as ready as they can be," said Sandra Riley, VP Communications at the College Board. "This video emphasizes the power of practice and the ability for students to take SAT preparation into their own hands.”
Official SAT Practice is the free test practice platform featuring thousands of interactive questions, instant feedback, video lessons, full-length practice tests and more. All personalized for each student to show them where they excel and where they need more work. The College Board and Khan Academy launched the practice tools in June 2015. There are more than one million unique users on Official SAT Practice, which represents four times the total population of students who use commercial test prep classes in a year. Both organizations want to continue to teach students about the importance of productive practice, and how it can change the way students prepare for college.
Creative Credits:
Advertising Agency: The Butler Bros, Austin, TX (USA)
Agency website: http://thebutlerbros.com
Creative Directors: Adam Butler and Marty Butler
Executive Producer: Erik Enberg
Creatives: Erik Enberg and Jeremy Spencer
Producers: Christine Lopez and Jeremy Spencer
Designer: Craig Crutchfield
Production Company: Tool of North America
Director: Steve Mapp
Managing Partner, Live Action: Oliver Fuselier
Executive Producer: Robert Helphand
Producer: Valerie Gomez
Editorial Company: Cut + Run
Editor: Pete Koob
Assistant Editor: Christopher Kasper
Producer: Michaela Ramires
Executive Producer: Deanne Mehling
Post-Production: SPY
Executive Producer: Lori Joseph
Colorist: Carey Burens
Flame Artist: Darren Orr
Song: “Jungle” by X Ambassadors