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Colleges Ontario print 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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