Welcome to Norwich

University of East Anglia

The Brief

A compelling film promoting Norwich to prospective undergrads and postgrads

Sectors: Education | Public
Services: Video Production | Direction | DOP | Editing | Grading

An Overview

UEA had turned to Borne for a campaign to celebrate Norwich and all it’s glory, and as Borne’s dedicated video production agency Meantime were called in to create the film. The creative focus became championing Norwich’s character, a city that sometimes gets lost on the map or is often overlooked.

It was key that the film would challenge these perceptions of the city, promote it as a superb place to study and to choose above others as their location for university.

Our Approach

Some cities you’ve heard of. Others you have to discover.

Our process to create this film was intensive and detailed. Meantime was required to provide concept, scoping, recces to locate suitable shoot locations, casting, permissions, storyboarding, directing, filming, post production and delivery. The film was to be used on social platforms, as well as have the quality to be displayed at cinemas.

It was important to uncover the things residents and existing students love, and then displaying them through this film. For this reason, we decided to begin the voiceover of the film with “Some cities you’ve heard of. Others you have to discover.” Allowing for an aspirational early engagement of viewers.

UEA still 1 - by meantime video production agency
UEA still 2 - by meantime video production agency
UEA still 3 - by meantime video production agency

Research & Strategy

From vibrant markets to tranquil canals, we captured everything Norwich has to offer

With our audiences in mind, we developed two film aspects to engage these audiences. One aspect was tailored more toward the younger audience, full of the livelier side of Norwich. We focused on the upbeat experiences the city has to offer including the quirky market, festivals, food and nights out. In return, to inspire those watching to visit, study and experience the city in all it’s vibrancy. The other aspect of the film was geared towards the more mature audience and would show a calmer experience of Norwich, focusing on the beauty, warmth and hidden gems of the city. It focussed on exploring Norwich by canoe, visiting the magnificent castle or getting lost in the historic lanes.

The Impact

The film, a collaboration between our video production agency and borne, resulted in record video engagement for UEA, with over 86,000 views and 800+ shares on Facebook, Twitter and Instagram in the first 5 days of the campaign.