Miami Ad School Design & Branding STENCIL RULER by Y&R Sao Paulo

STENCIL RULER

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Industry Education
Media Design & Branding
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Kleyton Mourao
Copywriter Pedro Guerra, Roberto Kilciauskas
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: MIAMI AD SCHOOL ESPM
Product/Service: MIAMI AD SCHOOL ESPM
Agency: Y&R SÃO PAULO
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Art Director: Kleyton Mourao (Y&R Sao Paulo)
Copywriter: Roberto Kilciauskas/Pedro Guerra (Y&R Sao Paulo)
Art Buyer: Monica Beretta (Y&R Sao Paulo)
Art Buyer: Elaine Carvalho/Flavio Zamboni (Y&R Sao Paulo)
Media placement: Insert - Newspaper - 30 March, 2012

Describe the brief from the client
In recent years, the number of people who want to join the advertising world has increased considerably. Miami Ad School needed to highlight its leading position in the segment with a very specific low-cost activity.

Describe the challenges and key objectives
Miami AdSchool was opening enrolment for its main courses. And it needed an idea with a surgical impact to announce the opening for the year and show why Miami Ad School would be the ideal school for those who want to succeed in the advertising world.

Describe how you arrived at the final design
Miami Ad School, being a really segmented school, does not use mass media channels. The solution was to create different flyers, made of colourful plastic, with the famous stencil rulers which contained patterns from great ads to be copied: The Big Idea Stencil Ruler. The title 'Great ideas don´t come that easy' shows how important it is to choose a good school and study hard.

Give some indication of how successful the outcome was in the market
The visits on Miami Ad School´s website increased 26% when compared to the same month in the previous year. And the number of enrolled students increased 12% also comparing to the previous year.