OVERVIEW.
Education is a powerful tool that can never be taken away, even in the face of adversity. This campaign was designed to emphasize the enduring value of education and its role in providing opportunities and hope for the future. Tasked with creating an engaging evergreen campaign focused on education before the start of the school year, we aimed to develop a placement that could be used both nationally and globally.
Campaign Overview
This campaign is not STC's usual education initiative. Instead, it is a timeless element that delves into the opportunities that education provides and the consequences of its absence. The campaign included a variety of creative assets, such as storyboards, media, digital banners, out-of-home (OOH) advertising, and more. The video ad can be viewed here.
Creative Direction and Execution
As the creative lead, my responsibilities included:
Concept Development: Crafting a compelling and emotionally resonant message that highlights the irreplaceable value of education. The tagline, "They can take your home. They can take your family. But they can't take away your education," served as the foundation for the campaign's narrative.
Storyboarding: Developing detailed storyboards to visualize the campaign's key messages and ensure a cohesive and impactful storyline. This process involved collaborating with writers, illustrators, and directors to bring the concept to life.
Media Production: Overseeing the production of various media assets, including video ads, digital banners, and OOH advertisements. This involved coordinating with production teams, managing timelines, and ensuring the final outputs aligned with the campaign's vision.
Digital Strategy: Designing digital banners and online advertisements to reach a broad audience. This included creating visually appealing and engaging content optimized for various platforms and devices.
Out-of-Home Advertising: Planning and executing OOH placements in strategic locations to maximize visibility and impact. This included billboards, transit ads, and other high-traffic areas to ensure the campaign reached a diverse audience.
Global Adaptation: Ensuring the campaign's message and visuals were adaptable for both national and global placements. This involved considering cultural nuances and tailoring the content to resonate with different audiences worldwide.
Impact Measurement: Tracking the success of the campaign through metrics such as engagement rates, reach, and feedback. This data was used to assess the campaign's effectiveness and inform future initiatives.
Through my creative direction, I aimed to create a campaign that not only raised awareness about the importance of education but also inspired action and support. The success of this campaign demonstrated the power of a strong, emotionally resonant message and the importance of a multi-faceted approach to reach and engage a global audience.
