From the Nominator

"The University of Edinburgh offers 80 online master's degrees attracting students from all over the world. Our campaigns focus on flexibility and visually articulate that you can gain a master's degree from anywhere. Until now, we only had access to photos taken in Edinburgh. However, to achieve our strategic goal of being globally relevant, we required a more diverse depiction of our online learners, 60 percent of whom are based outside of the U.K. We worked with a creative agency, The Smalls, to commission local photographers in the U.S. and Malaysia, two of our key markets. Photos feature a man watching lectures from iconic locations such as Brooklyn Bridge, Manhattan, and the New York subway, and a woman studying online by Malaysia’s Petronas Twin Towers and at open-air hawker stalls. The photos prominently feature official University of Edinburgh merchandise.   

The resulting collection of 60 photos aims to represent:   

- Our diverse cohort of online learners: 5,000 students are based in more than 160 countries  

- The various environments in which they study: we know they fit studying in around other things in their life, e.g., while commuting, out and about, at home, at work  

- The digital devices they use to navigate the university's virtual learning environment   

These photos are being used in our digital marketing campaigns (driving prospects to www.ed.ac.uk/c/online-masters), and we are currently testing the images with different geographic audiences to assess which has the greatest power to convert prospects into students."

From the Judges

The focus on flexibility and articulation is evident in the visually appealing presentation. The focus on the local surroundings and cultural activities is particularly noteworthy, as it demonstrates a deep understanding of the needs and interests of the target audience. The use of visual elements to convey the message is effective and engaging.