Sydney-based independent creative agency The Idea Shed has just launched an inaugural, fully-integrated campaign for Modern Teaching Aids (MTA).

The ‘Extra Mile’ campaign utilises TV, online video, digital display, print and social media, and will run over a 12-month period.

Founded in 1956, MTA is an educational resource business in Australia and New Zealand.

The Idea Shed’s campaign looks at the close collaboration of parents, educators, administrators and MTA, with the shared purpose of helping children fulfil their potential. The common thread that binds them all is that they all go the ‘Extra Mile’.

Three 30-second and 15-second TV commercials and online videos depict a young child’s passion in the form of a dream for a particular area of learning, and how MTA helps educators go the extra mile to help fulfil their dreams.

An extension of this idea has been leveraged in print and online, and highlights the fact that educators and parents often get asked funny, challenging and sometimes uncomfortable questions by kids.

The idea shed used these curly questions to provide cut-through and a relatable hook for MTA to show how they’ve gone the extra mile to help teachers answer (almost) all of them.

Will Riley, executive chairman of The Idea Shed, said: “It’s been fantastic to partner with MTA on this campaign and showcase the key role they play in helping teachers build knowledge.

“Our ambition at The Idea Shed is to creatively connect people and brands, and we believe both the ‘Little Dreamers’ TVCs and ‘Curly Questions’ online and print campaigns achieve this in an interesting and creatively engaging way.”

MTA chairman Simon Whiston said: “This campaign acknowledges these efforts and demonstrates how MTA curate, create and supply the widest range of the world’s best educational resources in Australia and New Zealand.

“The Idea Shed has been an absolute pleasure to work with. We’ve been very impressed with both their strategy and creative work, but most of all, their passion for MTA.”

CREDITS

Agency (The Idea Shed)

Executive chairman: Will Riley

Partner, creative services: John Volckman

Creative director: Dale Watkins

Group account director: Leigh Bigelow

Art director: Mike Avery

Content manager/copywriter Carnelian Easton-Jones

Agency partners

Clockwork Films (director – Sebastien Guy; executive producer – Damien Whitney; producer – Alan Robinson)

Nunn Media

Ninth Wave