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Colleges Ontario
Campaign
Colleges Ontario asked Smith Roberts to help
them change the public perception that college
is a lesser alternative to university. The
insight? Many parents are pushing their kids
into a university education when in fact their
children would be happier with a college degree
in a subject area that actually appealed to
them. This campaign was designed to get parents
to take notice and re-think their attitudes
toward colleges. The idea for the 2-week teaser
phase centers around a pill, called OBAY, that
helps kids follow their parent’s advice
and not challenge conventional wisdom. The
4-week reveal delivers the answer and
challenges people to explore the options before
they decide. The buzz generated by the OBAY ads
was phenomenal, with blogs from around the
world picking up on the story, trying to guess
who was behind the message. The campaign also
appeared in Cinema and Virally, as well as on
radio. |
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