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No one calls bullshit on marketing faster than high school or college kids. The idea was to insert our messaging into "fail" videos that research told us they were watching. The videos played organically on Youtube, Instagram and Facebook as well as at local cinemas as pre roll videos.
We supported the videos with posters and washroom decals placed in local high schools. All collateral led to a microsite that helped students decide what programs to apply for.
2017 Marketing Awards Shortlist. Applied Arts Winner