College of Justice campaign: tv, outdoor, website & digital
The College of Justice is accepting new applicants to train as correctional officers and prison guards. Real correctional officials and prison guards in their actual settings were used to create the campaign’s identity. The aesthetic was created with the 18+ Netflix generation in mind.
PRODUCT:
College of Justice recruitment campaign
PRODUCT INSIGHT:
The College of Justice was looking for new students to come and study prison sciences (prison guards, prison officers, prison counselling, etc.).
TARGET GROUP:
Mainly men, 18-30
WORK:
Campaign & all elements
CREATIVE INSIGHT:
Our aim was to get the attention of the TikTok/Netflix generation (young men) with a budget roughly 10 times smaller than the next advertiser. As such, we created a powerful smash-effect TV/digital clip inspired by Netflix trailers aimed at the 18-years-olds of today. We showed slices of prison officials’ lives and boost them with powerful graphics, animation and music. As a result, we garnered the same amount of attention for our campaign as other colleges did working with 10 times the budget.
