The Y Factor

8 January 2014

Advertiser: Open Training Institute
Creative Agency: DDB Melbourne

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Open Universities' vocational educator service Open Training Institute has lured Mark Holden as the face of its 'The Y Factor' campaign. Get it?

The former Australian Idol judge plays an overly enthusiastic personality on the puntastic fictional 'The Y Factor' show alongside 90s star Kimberley Davies.

The campaign launched late last year with initially a teaser through social media and out-of-home executions.

Open Training Institute was born late last year to offer Australians training in new skills or qualifications.

“We've made our message pretty hard to ignore,” DDB Melbourne executive creative director Darren Spiller said. “Essentially this campaign is asking people to think about where and how they direct their energy. There's no point getting awesome at something inane.

“And it's good timing as we hold up a mirror to people at the start of the year, when New Year's resolutions are being set. We hope 'The Y Factor' will inspire people to better direct their prodigious energies in 2014.”

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