Challenge: Produce a strong, distinctive and internationally relevant identity in line with the brand's new positioning.

Insight: As an e-learning company you not only compete with other (e-)learners, but with all possible ways the target audience can spend their spare time, such as watching Netflix or scrolling through Instagram.

Idea: Instead of wasting spare time, one can decide to start e-learning virtually any day. In order to express this, we built a campaign around the dynamic construct "Today is a good day to...", reminding the target audience that starting today is as good a time as any.