WANTED: Outstanding students
CLIENT: St John's College, Cambridge
INDUSTRY: Education
FORMAT: Brochure, Posters
MY ROLE: CREATIVE Concept
As a Cambridge college, St John's was battling its reputation for being fusty, old-fashioned and only interested in Etonians. In fact, the college wanted to attract brilliant students from all schools. And it worked especially hard to encourage applications from state school students who might not think Cambridge was for them.
St John's was prepared to put its money where its mouth was, offering a £5,000 prize for the most impressive applicant and taking the student's background into account. They needed a way to shout about the prize, and they were more than happy to stand out from the usual bland university marketing.
I decided that St John's should be upfront about what they wanted and what they were offering. This would help them get through to teenagers bombarded with conflicting information about university as well as letting the prize money speak for itself. The wanted poster concept also meant we could use a striking illustrated style and use different executions to show the range of students who attend the university.
