Knowledge and education, though closely related to each other, are different. A highly educated person need not be a knowledgeable one. Certificates are not always a proof for efficiency. The traditional way of learning has many demerits along with its merits. This print campaign for Centennial breaks traditional format of advertising for educational institutes.
The ads feature students in a care-free manner, and the copy is provocatively untraditional.
You’d sleep ’til noon too.
If your plans included changing the world.Says one ad.
Einstein didn’t own a hairbrush either.-says another
However, the campaign doesnât really concentrates on the product USP(here the special benefits of studying at the college).
CREDITS
Advertising Agency: Smith Roberts Creative Communications, Toronto, Canada
Creative Directors: Brian Smith, Malcolm Roberts
Art Director: Greg Kouts
Copywriter: Dave Barber
Photographer: Daniel Ehrenworth/Veer
