ADVERTISING:

Company Directors Course – your course, your way.

CLIENT:

Australian Institute of Company Directors

LOCATION:

Sydney, Australia

The brief for this campaign was not to promote an already successful course, but to promote the flexible learning formats now available: overseas, full-time, part-time, online, residential study and evening hours.

My idea examined the types of personalities that learn in different ways based on different time commitments. I wanted to visualise the type of learner that would benefit from the flexible formats.

Who would a flexible course benefit & how?

I focused on the target audience from day one. The five learning formats led me to develop five personas that would uniquely benefit from a flexible format. I built a profile for each one and turned them into moodboards. This captured every detail of my vision down to model, colours, wardrobe, pose, illustrative style and more. I constantly referred back to these moodboards until the final item of the campaign was delivered.

Bringing vision to page

With my moodboards close by, I led the creative direction for the campaign. This required me to art direct across photography, models, wardrobe, illustration, videography, copywriting and a team of graphic designers. The campaign came together seamlessly. It was a great team effort and we all collaborated to bring the vision to life.

An integrated approach

Now that the artwork was done, the final step was the roll out. The campaign was to be rolled out on both digital and print channels. This included: full page ads in a range of high-profile business magazines such as BOSS, Qantas' Travel Insider and Company Director; animated digital banners on prominent business news sites such as the Sydney Morning Herald and The Times; a targeted social media campaign on LinkedIn; and printed and digital posters and banners.