Roosevelt University
Digital, Print, OOH
Colleges are fond of showing smiling students being groomed for “future success” in their advertising. Why not also show a bunch of well groomed, sweater-clad fraternity kids sitting around a soda pop dispenser on a Saturday night? Pleeease. Roosevelt University was founded on the belief that any qualified student regardless of background should have access to a college education and become a force for social change. This tradition thrives today at Roosevelt, where a diverse student body is exposed to equally diverse opinions and ideas. Roosevelt encourages students to listen, learn and candidly express their views. Our new campaign is designed to be a window into this culture of open debate. A topical social issue inspires each ad, inviting prospective students to join in the discussion at a microsite, speakyourmind.roosevelt.edu. Students voice their opinion, read what others have to say and engage in some spirited volleys. Maybe even over fermented malt beverages. Just saying.
01 - Microsite
02 | Print
The cut line above the headline gives the reader a sense of the school's curriculum with the exact time and location of a class where they're likely to be discussing such topics. Bring your laptop and a good argument.
03 | Out of Home
For the out-of-home postings, we sought key urban spots where young adults and parents might engage. What better way to warm up while waiting for the bus or el than with a heated debate?
04 | Guerilla
Post-it note ads were chosen for their interruptive quality. Plus you can take them with you and stick them anywhere you want to fire up a little passion. Even if it's on the back of an unsuspecting classmate with alternative views.
05 | Banner
You have to admit, the Roosevelt banner looks way more interesting than the DePaul University banner. Dead corpse and all.