Face it, You’re Born to Create
A Slap of Creativity Across The Face! Well it was more like projecting rather than slapping, but the aim was still the same, to get attention and make a point. We needed something bright and bold to kick start the 2014 NMIT Creative Industries recruitment drive so we came up with the ‘Face It – You’re Born To Create’ campaign.
The core idea of this campaign is that many people know that they have a gift or desire to engage in a creative pursuit and they just need encouragement to take the first steps to get on the creative pathway. This campaign says ‘hey, you’re creative, put aside your excuses and be who you know you were meant to be. The core message is ‘Face It, You’re Born to Create’ It asks viewers to find out more about the: visual arts, digital arts and photography, writing, music and interior design courses available from NMIT Creative Industries.
To execute our idea we gathered a group of students who agreed to have their faces painted white and then to have images and words projected across their faces. We then photographed the students and used the images to create digital and print advertising. The ads that ran online were linked back to a landing page (www.borntocreate.co.nz) that introduces visitors to an overview of what is available at NMIT. This page acts a bridge between the advertising and the more formal NMIT main site, which gives more in depth information.
Downing’s role was to come up with the creative ideas and then to collaborate with NMIT tutors and students to execute the campaign. It was an enjoyable process that gave us a rich resource of images.
The results so far have been excellent with higher that expected click-through rates and good levels of engagement with the NMIT recruitment team.