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.
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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 doesn’t 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
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