NumberWorks’nWords launches its first Australian TV campaign via Junior Films

Originating in New Zealand, NumberWorks’nWords has spent more than 40 years helping young people build confidence in Maths and English. Now operating tuition centres across New Zealand, Australia and the UK, the brand has launched its first TVC campaign created specifically for the Australian market, developed in partnership with Wellington creative production company Junior Films.

 

The brief was to create something that stepped away from traditional tuition advertising. The campaign needed to speak to parents and caregivers about the value of additional learning support, while creating a story young people could see themselves in too.

Rather than showing those challenges literally, Junior takes the audience inside the student’s imagination, transforming the tuition centre around her as everyday questions become much bigger obstacles to overcome. As her confidence grows, the world begins to feel a little less daunting.

The idea was born from a feeling shared by students everywhere. Learning something new can be intimidating, particularly when confidence is low. The campaign looks to capture that experience while showing the role the right support can play in turning uncertainty into progress.

For parents, the story speaks to something equally universal: wanting to see their child feel capable, confident and excited by what they can achieve.

While conceived as an Australian-first campaign, that shared experience gave the work a natural place in New Zealand too. The film was produced in Brisbane with an entirely local cast, allowing the campaign to feel distinctly Australian without losing the universal idea at its heart.

Says Amanda Loots, NumberWorks’nWords Australian & NZ Marketing Manager: “We’ve worked with Junior for close to 10 years now, and this is the second major international TVC campaign we’ve partnered with them on in recent years. Tuition advertising can quite easily become focused on results, but there’s a much more human story behind why families come to NumberWorks’nWords. It’s about confidence, encouragement and helping a young person realise what they’re capable of. We wanted this campaign to capture that feeling in a way that both students and their parents could connect with.”

The campaign also marks another step in a long-running relationship between NumberWorks’nWords and Junior Films, one that has evolved alongside both businesses.

Says Ryan Allen, Co-Founder and Creative Director, Junior Films: “NumberWorks’nWords has been with us for a huge part of Junior’s journey. We’ve worked together for close to a decade, and what has been particularly meaningful over the last few years is the way they’ve backed our evolution into a creative production company, trusting us not only to execute the work, but to lead the strategy and creative on major campaigns like this.

“Although Australia was the focus from day one, we always felt the core idea could travel. Students on both sides of the Tasman experience the same pressures and moments of self-doubt, and parents share the same desire to see their kids succeed. That gave the campaign a really natural reason to live in New Zealand as well.”

The campaign is now running across on-demand television, social and digital channels throughout Australia and New Zealand.

Agency (Creative, Production & Post): Junior Films
Director: Ryan Allen
Creative & Script Collaborator: Brooke Benton
Producer: Millie Capper
DOP & Colourist: Ben Cushman
Social Content Producer: Vincent Gabriel
NumberWorks’nWords Marketing Manager: Amanda Loots
NumberWorks’nWords Franchise Manager – Business Development & Marketing: Jo Powell
Marketing Co-Ordinator: Olivia Brook