Singapore Polytechnic
Recruitment campaign for one of Singapore’s oldest educational institution, for two consecutive years.
Local Heroes.
Initially the client had requested for glossy brochures, which they have been producing for years. I convinced them to take an experimental route, edgy for 2012: to go completely digital. The campaign featured the real heroes of the institution: its students and teachers. I scripted, directed and produced interactive YouTube videos that starred three students in short stories with endings that could be determined by choosing different paths, from Year 1 to graduation.
The campaign website amplified behavior that was already on campus. Students were already posting their everyday campus life on Instagram, so we challenged them to fill up a virtual campus map. This became an authentic inside look for the curious prospect.
The campaign was awarded an Effie for effective marketing and strategies, and the polytechnic invited us to continue for a second year. My work is still used on campus today.