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University of Phoenix – Discover Your Wings

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The University of Phoenix is encouraging working mums to return to education with an uplifting campaign about a mother dragon who discovers how to use her wings.

Created by 180LA, the campaign centres around an original children's book, co-authored by Art Director Elizabeth Lay and Copywriter Jim Goodrich. Titled The Dragon Who Learned to Fly, it follows a hard-working scaly monster who has always been too busy with her daily responsibilities - keeping the town's fires lit and using her wings to keep her family warm - to take to the skies.   

In the accompanying spot, a young boy reads the book out loud under his bedcovers as we see his mother, a supermarket worker, juggling her job and childcare. When she sees a billboard for the University of Phoenix, she's inspired to fulfil her academic potential and, like the dragon, learns to fly. 

Though it might be a little saccharine for some tastes, it's nonetheless a nicely crafted spot, directed with heart by Peter Thwaites via The Corner Shop.     

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