The campaign "Skills to change the world" by Colégio Sesi presents a nuanced reflection on the uncertainties and responsibilities parents face in guiding their children’s future. It positions the brand as a facilitator of transformation, emphasizing the importance of equipping young people with the skills and mindset needed to navigate an unpredictable world with courage, autonomy, responsibility, and leadership. The promise centers on preparing students not just to adapt but to actively shape their future, portraying education as a proactive, empowering journey rather than a passive acceptance of destiny.
Strategically, the campaign taps into the universal parental experience of hope and ambiguity about what lies ahead, using the metaphor of sailing through turbulent seas to convey the challenge of guiding the next generation. This creative angle connects emotionally with parents by acknowledging their struggles while offering a clear educational solution that shifts the focus from fear of the unknown to the production of a hopeful future. By highlighting Colégio Sesi’s unique proposition—its comprehensive programs including industry-focused and international education delivered through a widespread network in Paraná—the campaign appeals to families seeking an education that blends tradition with innovation and real-world preparedness. The narrative genre and reflective tone distinguish the message in a competitive market, focusing on values and long-term impact rather than immediate academic performance. Overall, the campaign strategically aligns the brand’s educational offerings with deeper emotional insights about parenting and future-building, positioning Colégio Sesi as a visionary institution committed to cultivating proactive, capable citizens.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because it consistently uses maritime metaphors—sailing, waves, vessels, captains, indomitable winds—to analogically represent the uncertainty and challenges parents face in guiding their children’s future. Instead of depicting these dilemmas literally, the narrative frames the entire educational journey as a symbolic voyage across turbulent seas, suggesting the unpredictability of life and education. The brand is positioned as preparing children for these metaphorical high seas, directly aligning with the “symbolize the problem” creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Anglo Vestibulares – Market Positioning
Anglo Vestibulares is positioned as a traditional and highly reputable educational brand in Brazil, focusing on rigorous academic preparation for university entrance exams (vestibulares). Known for its comprehensive curricula and quality teaching methodologies, Anglo emphasizes proven results and academic excellence, targeting students aiming for top universities with a strong track record in standardized test success.
2. Sistema Positivo de Ensino – Market Positioning
Sistema Positivo de Ensino leverages a highly structured and innovative educational system combining technology and personalized learning. It differentiates itself through a multimedia approach, offering extensive digital content and tailored pedagogical solutions that cater to various learning styles, aiming to develop critical thinking and global competences in students across Brazil.
3. Objetivo – Market Positioning
Colégio Objetivo positions itself as a leading education network focused on preparing students for the vestibular and ENEM exams with an emphasis on discipline, strategic content delivery, and practical application. It combines traditional teaching values with modern resources, aiming to build students' academic confidence and competitive edge through a results-driven approach.
4. Anglo Americano – Market Positioning
Anglo Americano targets bilingual and international education markets by integrating English language acquisition with strong academic foundations. Positioned as a gateway for students to access global educational opportunities, it emphasizes fluency, cultural competence, and preparing students for both Brazil’s and international academic standards.
5. Sistema COC de Ensino – Market Positioning
Sistema COC de Ensino highlights its personalized learning plans and innovative pedagogy, focusing on balancing academic rigor with the development of socio-emotional skills. It positions itself as a comprehensive educational solution that prepares students for higher education and life challenges, utilizing adaptive technologies and continuous teacher development to enhance learning outcomes.
Q: What is Skills to change the world about?
A: Skills to change the world is a 2022 educational campaign created by the In House agency for Colégio Sesi in Brazil. It uses a maritime metaphor to explore the challenges parents face in guiding their children’s futures, portraying parenthood as navigating unpredictable seas. The campaign highlights Colégio Sesi’s role in preparing young people with courage, autonomy, responsibility, and leadership to actively shape their futures. It represents the brand’s educational offerings across more than 30 units in Paraná, including Colégio Sesi da Indústria and Colégio Sesi Internacional, positioning education as a proactive journey toward transformation and hope.
Q: What creative device does Skills to change the world use?
A: Skills to change the world employs the FORMAT#3 SYMBOLIZE THE PROBLEM creative device from Clapboard’s 12-format taxonomy. This technique uses maritime metaphors—such as sailing, waves, vessels, and captains—to symbolically represent the uncertainty and challenges parents face in guiding their children’s futures. Rather than depicting these struggles literally, the campaign frames the educational journey as a symbolic voyage across turbulent seas, aligning the brand with the preparation needed to navigate life’s unpredictable challenges.
Q: What is the campaign proposition for Skills to change the world?
A: The campaign proposition for Skills to change the world positions Colégio Sesi as a facilitator of transformation for young people, emphasizing the development of skills and mindsets necessary to face an unpredictable world with courage, autonomy, responsibility, and leadership. It speaks to parents who experience hope and uncertainty about their children’s futures, offering an educational solution that shifts focus from fear to active creation. The campaign highlights Colégio Sesi’s comprehensive and innovative programs, blending tradition with real-world readiness to empower students as proactive agents of their own futures.
Q: How does Skills to change the world rank in Clapboard's archive?
A: Skills to change the world holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Colégio Sesi's category?
A: In Colégio Sesi’s education category, key competitors include Anglo Vestibulares, known for its traditional and reputable academic preparation for university entrance exams with a focus on proven results; Sistema Positivo de Ensino, which offers an innovative, technology-driven, and personalized learning system emphasizing critical thinking and global competencies; Colégio Objetivo, which combines traditional teaching with strategic content delivery to prepare students for vestibular and ENEM exams; Anglo Americano, targeting bilingual and international education markets with a focus on fluency and cultural competence; and Sistema COC de Ensino, which balances academic rigor with socio-emotional skill development through personalized learning plans and adaptive technologies.
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