Insight
USW’s Faculty of Creative Industries offers industry experience on each course, offering students a unique experience to become immersed in the creative industries before they graduate.
By creating a campaign which draws on this industry experience it will build affinity for the Faculty of Creative Industries amongst young creatives by being unexpected from a University, conveying an original attitude and by being useful to students.
Solution
In a direct approach to raise awareness in USW’s core Cardiff catchment area a two phased tease and reveal campaign brings advice from the University’s creative studios to the street. To spark interest and intrigue the campaign launched with a series of posters featuring a range of bold, intriguing and surprising statements about how to be more creative, celebrating those who are able to think a little differently to most.
From challenging quotes, tips, tactics, instructions - the types of guidance heard in a studio crit or on placement, the posters look to build affinity for USW’s Faculty of Creative Industries amongst young creatives.
The second (reveal) phase supports the initial spark of interest and intrigue by showing how the hands-on, accessible approach of USW is focussed on applying creativity in the real world.
To reinforce the campaign, a second burst of activity was released in January 2022 which focused on USW students. Featuring profiles of current students from a range of creative disciplines, it illustrates how they have put their ideas into action.
