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  1. Kaplan Diploma Ad
  2. Kaplan Brand Campaign
  3. MudgeeMeat
  4. AccordWA
  5. Mitsubishi Attrage
  6. Changi Pay
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©2024 CTSY

Kaplan Brand Campaign






TASK:


CHALLENGE:




SOLUTION:





AFTERMATH: Extending the 2020 brand campaign "Stay Open" that urged students to explore diverse career paths and options.

Adapting to the impact of the COVID-19 situation in 2021, our goal was to connect with the audience on a more relatable level, avoiding any tone-deaf messaging. The challenge was to maintain the essence of staying open while addressing the uncertainties posed by the pandemic.

We introduced the message of lifelong learning and employability through an illustrated key visual (KV) paired with an animated video employing various art styles. The gradual transition of these styles served to illustrate how staying open in the midst of uncertainty leads individuals to unexpected places and experiences, reinforcing the campaign's core message.

Brand has adapted the Campaign KV and Animated video for Bus Ads, Print & Digital OOH, and various social media platforms such as TikTok and YouTube. These materials have been consistently utilized since 2021 to date.

Agency:
HAVAS Singpapore

Creative Director:
Alexander Lim

Art Direction:
Cyntherea

Copywriter
Jonathan Goh
Amos Chen
Marilyn Poh

Illustration
Dariusdraws