As the lead creative agency for Chegg, Last Exit was tasked with creating a campaign that elevated the brand from the sum of its services.
Developing a visual language for the brand was key for current and future services to unmistakably be identified as part of the Chegg brand.
Veering on the emotional side of the scale using real students to create empathy, relevance and connection to the brand, Generation Chegg was born.
Generation Chegg is an entire generation of students that faces challenges unlike any generation before them: student loan debt, an unstable economy and an ever-changing job market.
Generation Chegg is a brand campaign that transforms Chegg from a company students possibly recognize into a brand that students have an affinity for and turn to repeatedly for all things education related. Rather than attempt to reach consumers directly at the point of conversion with service-oriented ad placements, this approach leads to conversion and loyalty.
Multiple forms of media were produced to launch the brand campaign: banner ads, wild postings, event integration, and social programs.
To elevate the authenticity of the campaign, a photo shoot was held by photographer Guido Vitti in Boston with 24 students. Real students would now become the face of Generation Chegg.
A manifesto video was compiled to illustrate a generation of post-secondary students that face challenges unlike any generation before them, in a very real, honest and organic way.
In support of the brand website, tiles of real student images would link to their ‘confessional’ video.
*Generation Chegg was a proposed brand campaign that was fully planned and