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.
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 Mayer
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