The project required our advertising students to create a poster campaign that can attract the good quality applicants while screening out those who are less committed, by emphasizing the importance of “words” in advertising study.
- Advertising strategy development:
Students identified the problems and opportunities, to define the advertising objectives, to study the brand essence, target audience, competitors; and finally to come up with the proposition.
- Creative idea development:
Students delivered the proposition in a creative way, in order to effectively and efficiently engage readers. They also created a campaign with several versions that based on the same creative platform.
- Copy craftsmanship:
Students crafted the copies with proper rhetoric, so that they carried the appropriate tone and manner.
(The overall art direction of these campaigns was not the prime focus. It will be further developed in other courses.)