Year of Bests

iQ Student Accommodation, 2025

Campaign ideation

Creative direction

Copywriting

Pitch

Agency alignment

In the student accommodation industry, everyone talks about the same features - wifi, beds, storage, location. It’s boring.

Students don’t reminisce about the bed they slept in at uni. They look back on the moments they experienced, from their first kitchen party to that annoying flatmate.

turning standard features into personal bests

Year of Bests reframed those everyday features as personal milestones waiting to happen.

When you choose to live at iQ, you don't just get a “bed”, you get “your longest lie in”. Not “wifi”, but a chance to build “your strongest connections”.

record-breaking launch, with our best opening week in company history

What I did

Defined the core concept and built the narrative system around each personal win.

Led the creative direction, guiding designers, writers & social in the same direction.

Wrote the campaign copy, shaping the voice and lines that sold these moments.

Guided agency delivery, scamping shoots, directing on set and briefing support.

best year yet to

year of bests

2025's launch brief was "an extension of best year yet". If one best is good, surely a whole year of them is better? Year of Bests reframed what student really deserve in the everyday while at uni.

small moments,

big wins

Every feature turned into an opportunity for a winning moment. There were mini wins in reception, on the way to uni, in bed, and even in the shower. The emotional hook was rooted in the human joy for winning.

creating credible

optimism

Optimism doesn't always sell - especially to skeptical Gen Zers. I created moments that felt real, swapping a good night's sleep to more of a lazy lie in, and catching up with mates into a spicy debrief in the flat kitchen.

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