Eli Lilly and Company offers scholarships to students pursuing pharmaceutical manufacturing programs at Ivy Tech through the Lilly Scholars at Ivy Tech program. Not only do students get to attend Ivy Tech at no cost, they also receive mentorship, hands-on learning opportunities, and access to networking and paid apprenticeships.
Pretty awesome, right? Our creative team thought so too when we took on the task of launching the program with online spots and a landing page.
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In the Lilly Scholars at Ivy Tech :30 spot, Ethan shares how becoming a Lilly Scholar will change the trajectory of his life.
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Our designers worked tirelessly to create brand elements that capture the existing Lilly and Ivy Tech brands.
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The digital ads feature Ethan and our nontraditional Lilly Scholar character to appeal to both the traditional and adult learner audiences.
Our Approach
Working with a modest budget and limited existing footage, we decided to combine animation with stock footage to tell the story of the Lilly Scholars at Ivy Tech program. The animation featured a character named Ethan, a Lilly Scholar, who draws his future with a red pencil (representing Lilly).
We see Ethan as a student, as a young professional in a clean manufacturing environment, and again, handing off a medicine he made to a child who needed it. Visually, we needed to be mindful in how we portrayed a clean manufacturing facility as many people have perceptions of manufacturing that don’t apply to these particular roles. So, it was imperative that the filmed footage and animation create accurate representations of everything from the machinery to Ethan's uniform.
The script focused on the possibilities for life after being a Lilly Scholar and invited students to dream big.
Ultimately, the spot speaks to the life-changing qualities of the scholarship and has already inspired students to imagine where life can take them if they apply for it.
In addition to the animated spots, we created digital ads, and a landing page to give interested students deeper insight into the program. Across all campaign collateral, we incorporated the animations of Ethan and two other Lilly Scholars, as well as language from the script, to create continuity and brand familiarity. The campaign launched in October 2024 to great reception from the client and our target audience.
