University of Aarhus: The world's smallest brochure

Results and Effectiveness: The brochure immediatly became a collector's item at college and was a major subject on the students Facebook college groups. But most importantly, the University of Aarhus experienced a 67% increase of applications for the Molecular Biology and other nature science studies. Their most successful campaign ever.

Creative Execution: We created a brochure so small that it was only possible to read the text through a microscope. The brochure measured only 5 mm x 10 mm and the text was specially printed with an incredible point size of only 0.4. The brochure informing about the molecular studies at Aarhus University - was handed out to students at all major colleges.

Insights, Strategy and the Idea: For years The University of Aarhus had experienced a decline of students at the nature science studies. Our brief was to make more college students choose to study nature sciences after ending college. We specially designed a campaign for every study direction. For the study of Molecular Biology (the study of biology at a molecular level) we built our campaign around a basic insight that concerned all the students at Molecular Biology. Since they had always been interested in studying very small objects, they all owned a microscope at home or they frequently used the microscopes placed in the physics/chemistry room at college.

Advertising Agency: Uncle Grey, Århus, Denmark
Creative Directors: Michael Paterson, Jesper Hansen
Art Directors: Morten Killerich, Jakob Nusbaum
Account Manager: Jesper Kortegaard

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12 comments

thedesignaddict's picture
thedesignaddict
5391 pencils

It's fun and relevant, but maybe not that practical for those who don't have a microscope readily available. Still, I like the idea.

Guest's picture
Guest

i like it,great idea!!!

Guest's picture
Guest

The best DM I have seen in many years!

Guest's picture
Guest

on brand..... on user.... on business... this is defiantly an award winning
you did great communication Michael..

Guest's picture
Guest

done 2 times before

Guest's picture
Guest

Done! Jung von Matt did it for RWE.

Dzsoi's picture
Dzsoi
5929 pencils

Molecular biology -> microscopic brochure. Do you think it needed more than 1 step, 1 minute of thinking? I don't think so. Relevant, but award winning? Please...

Guest's picture
Guest

Which method or printer have you use while producing this brochure?

tanerugan's picture
tanerugan
12 pencils

Which printing technology did you use in producing this brochure?

bandit's picture
bandit
4 pencils

great idea

Disco Munky's picture
Disco Munky
3900 pencils

I call bullshit on this. FAKE.

Doin' it for the points

Cube's picture
Cube
458 pencils

Smart already did this.

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