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Passos, a campaign.
A multi-channel campaign designed to recruit new students for the summer term, connecting dance, education and social transformation.
the problem.
The university’s traditional communication was no longer effective in attracting new students. In a highly competitive environment, it needed to regain relevance and secure a strong intake through a bold campaign capable of standing out across the city.
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the process.
Print and digital campaign developed across billboards, marketing materials, visual identity and a responsive landing page, using ballet as a metaphor for discipline and education.
All 5,000 places were filled. The campaign generated strong citywide attention, high public engagement and a 32% growth across social media, reaching over 15,000 followers.
the
outcome.
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