FCB has launched its first campaign for Massey University in a bid to attract students for first semester next year and it’s incorporated bold imagery and inspirational words to get its message across.
For the campaign Massey and FCB projected imagery and inspirational words onto campus buildings at night time to grab the attention of prospective students.
Massey University assistant vice-chancellor of external relations and development Penelope Barr-Sellers says the campaign not only has a great visual impact, but is thought-provoking and differentiates Massey among tertiary sector advertising.
"It’s bold, colourful and energetic," she says. "It is designed to provoke discussion and inspire prospective students of all ages to take action to achieve their personal aspirations. The campaign will make Massey stand out and be talked about."
Buildings on Massey’s three campuses in Auckland, Wellington and Palmerston North – plus a suburban house in Auckland representing its distance campus – served as artistic canvases for the four messages.
The campaign’s central message, ‘Find your hunger at Massey’, also features on all of the campaign’s creative.
FCB New Zealand executive creative director Tony Clewett says: “It’s one thing to say you’re progressive. Massey is demonstrating it. By breaking the shackles of the traditional look and feel of university advertising, we’re able to engage with students in a meaningful way and start a dialogue – which is what tertiary education should be. By projecting our lines, we've given credence to our message; grounding it in the bricks and mortar of the university itself.”