idea > logic > magic

The University of Cape Town is a tertiary educational institute that already has world-class standing in the international academic community. The decision to approach their prospective undergraduate student market through an innovative print campaign was also supported by a 60 second television commercial that conveyed the history and achievement of the university. This created the opportunity to select the very best from the rest.

To attract the best people into your world, be it business, academia or whatever, you have to appeal to your prospective target market at a purely aspirational level – paint the picture of experiential fulfilment, excellence and achievement and be prepared to convey this in an unconventional way that cuts through the clutter of your competition.

This approach still holds good for every institution and business out there, regardless of the market niche you’re operating in…