London South Bank University is unveiling a new campaign highlighting that its careers offering is as much about what the student brings to the table as it is about the university.
“The Making of a Good Day” concept was created in collaboration with agency Anything is Possible (AIP) and produced by H10, and forms the next iteration of the overarching “The Making of You” brand platform, also developed by AIP.
The uplifting 30-second film opens on a woman sitting in a library when her phone pings. After glancing at her screen she jumps up from her chair and screams “yes!” before happily and confidently striding out of the library. As she walks through the streets of London we hear her chatting to a friend over the phone, telling him she has great news to share.
During the phone call she describes extra details about LSBU’s CareerSmart services, including a brief she worked on in class and a one-to-one meeting with a careers adviser who told her about a networking event. When she reaches the university a crowd of people cheers her on as she walks through the campus. Spotting her friend, who encourages her to tell him the news, she shouts “I got the job!”.
It ends with the student and her friends at the Students’ Union celebrating her new job, with the friend from the phone call pointing out that what got her the job wasn’t just LSBU’s career services – the main ingredient was the student herself.
The campaign, which also includes 15- and 6-second cut downs, debuted on 10 July 2025 and will run through University Clearing and beyond the new semester until January 2025, across Snap, TikTok, YouTube Insta, Meta, Google Performance Max and CTV in the UK.
Student recruitment advertising in the UK is typically bland, repetitive and lacking in distinctiveness and “The Making of a Good Day” aims to challenge these norms.
The idea for the film is to highlight that moment of relief and excitement when a student finally gets that call or email informing them they’ve got the job they’ve been working towards.
It was created with a Gen Z audience in mind, focusing on authenticity and the fact that people make their university decisions on the basis of a mix of rational and emotional factors.
The film was shot and produced by H10, with AiP delivering strategy, creative concept, script, and storyboard, as well as media planning and buying.
Will Mcadam, Senior Marketing Manager at LSBU, says: “LSBU is a special place that plays a vital, formative role in so many peoples’ lives, but it is also a stepping stone into a new life, and it’s fantastic to see this journey come to life in such an exciting way, while drawing that clear line between our educational offering and the CareerSmart support that can make such a difference to our graduates’ professional futures.”
Sam Fenton-Elstone, CEO and Co-founder at Anything is Possible, comments: “Higher education is vital to the UK economy – but it is not getting the support and innovation that such a strategically important sector deserves.
“We’re proud to partner with institutions like LSBU who recognise the importance of proactively reaching out to find, engage and develop the next generation of UK – and global – talent. And we’re delighted to play our own part in bringing creative and strategic innovation to the sector through this original, student-first campaign.”
CREDITS
Chief Creative Officer Connie Whittle, Anything is Possible
Agency Producer Oli Zammit-Tabona, Anything is Possible
Director/ Production Co H10
