ETH Zurich wants to attract the best students in the world. But not everywhere in the world are the three letters as well known as in Switzerland. Now, a new hip-hop video is supposed to attract the attention of potential students. A master of ceremonies guides viewers across the campus and raps together with ETH students about the Master's programmes. And as one would expect from ETH Zurich after the
video trailer
launched two years ago, humour is not missing out in the clip.
Addressing the right students
"We wanted a video that stands out, entertains and still conveys a lot of content," says Rainer Borer, head of corporate communications. ETH chose a hip-hop song, in fact an absurd combination: “Bling-bling rapper” meets serious university. "With the clip, we don't just want to get more students attracted to ETH Zurich, we want to get the right ones interested. In concrete terms, students who have excellent grades, but can also think for themselves and reflect critically," explains Borer. "This includes also the ability to laugh at yourself."
The real stars in the video, apart from the rapping students, are the great locations and projects at ETH Zurich: from the anechoic chamber (yes, that's its name) to the robot ANYmal, an electric racing car from the Academic Motorsports Club Zurich, to LUSETH, a test facility for reinforced concrete shell elements. The shooting was only possible thanks to the support of over 100 ETH members who worked in front of or behind the camera.
To cut a long story short: Put on your headphones, turn on the volume, start the video: ETH Zurich - 12 points? It remains to be seen whether the young people will like the clip and whether the message will be heard. By the end of the year, there will be a new video clip in German, that aims to bring ETH Zurich closer to future Bachelor students. Just so much ahead: the bachelor film will be radically different from the master hip hop.