University advertising campaigns often lean toward somewhat bland and cliched narratives – we’ve all seen the traditional ‘stock image’ style of students in libraries, lecture theatres, or wearing lab-coats that could form part of the promotional literature of absolutely any university. When the University of Suffolk needed to increase footfall to its Open Day event. I developed and pitched a creative approach in the style of hacker collective Anonymous, designed to complement a wider print and Out Of Home campaign by the client’s advertising agency.
The teaser, ‘Join Our Flock’ was created for JMS Group, and delivered on social media, in cinema, and addressable TV targeting households with children aged between 15 and 17. It was later followed by a 30-second ‘reveal’ commercial promoting the Open Day. The entire campaign contributed to a significant uplift in footfall to the open day, to such an extent that Sky Media featured the campaign as a case study.