How do you breakthrough the glut of invisible college advertising all of it speaking to kids in platitudes, like "Reach Your Full Potential!" and "You Are the Future!"? Create an anti-institution, a foil to poke fun at most universities' approach to attracting students, while defining our university, Point Park, as anything but the norm. Introducing Generic U - a college in the middle of nowhere (think State Schools), where students can get a "good enough" education. With this unique, admittedly snarky approach, we are speaking to high school kids in their own language and directing them to the antithesis of this mythical institution - Point Park University. This low-budget campaign was realized mostly through internal resources. The creative team helped create the dolls. Build the sets. And even did the voices.
Advertising Agency: Smith Brothers Agency, USA Partners and creative directors: Lindsey Smith, Bronson Smith Copywriter: Sam Panico Art Director: Eric Holman Director of Client Services: Michael Bollinger Account Service: Kelly McCormick Agency voiceover talent: Zakk Weston, Casey Taylor, Kelly McCormick, Amie Ley Production Company: Animal/Pittsburgh Audio production: Market Street Sound Director/producer team: Steve Hoover and Danny Yourd Editor: Beth Voltz Interactive Creative Director: Brian Moore Online Designer: Geoff Hoskinson Site Coding: Christian Mayervia adsoftheworld.com