LABA. Fashion for the smart ones Drama Queen
Task
LABA is the cream of the crop of the Ukrainian online education market. Apart from Ukraine, they also work in 6 different countries. The platform focuses on bringing in top talents to create the best online courses. Yet, they never had a holistic branding communication. The LABA’s first branding commercial aimed to tell about their students rather than dwelling on their business
Ideas and solutions
LABA students are neither «creative class» nor trendsetters. They are typical white-collar workers, small and big business owners. Every day they get their job done properly, and that’s what they do the best. Some people call them nerds, but at the end of the day, they are the core of the country’s economy. They strive to be better; we appreciate that and help them quench their thirst for knowledge. «Fashion for the smart ones» is our inspiring message to all nerds and smarty pants out there. Keep it up, guys! Too many brands worship rebels, hooligans, genius, and trendsetters in their commercials. When it comes to the ad slogans we can reproduce off the cuff, they go like «Dream crazy!», «Think different!», «Be stupid»…We just wanted to glorify all those invisible people who have enough patience and professionalism to be right, to do the right things, and do everything by the book. Voiceover: People love smarties. Not at first sight, but they do. It may take a while... But you know what, my dear smarty, nerdy, listen! Soon it will pass, Fashion for sad ones, Fashion for bad guys, For fashionistas, For influencers, Fashion for gurus, And for the bearded. Smarty, trust me, our time has come, The time of those who see the difference between Kant and Comte though can mix up sweatshirts with hoodies. Those who did actually read all those books, That people always quote. Who has never rapped But can tell without hesitation about evaluating trading signals and the conjuncture of financial markets, and verification and validation And a transactional sales model. People love smarties, Perhaps not at first sight But if they do, it's for good and all.
