ARTIST by Salem for Panamericana - Art And Design School

ARTIST

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Industry Colleges, Universities & Education Centers
Media Design & Branding
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released August 2009

Credits & Description

Category: Posters
Advertiser: PANAMERICANA ART SCHOOL
Product/Service: ART SCHOOL
Agency: SALEM
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Enrique Lipszyc (Panamericana Art School)
Media placement: Poster - Universities' walls - 03 August 2009

Describe the challenges and key objectives
The objective of the campaign was to increase enrollment for Panamericana’s new courses to be offered in the second half of 2009. The challenge was to motivate the audience to come to the school to enroll.

Describe the brief from the client
The Panamericana Art School offers courses in Art, Photography, Fashion and Design and has over 3 thousand students. The objective of the campaign was to increase enrollment for Panamericana’s new courses to be offered in the second half of 2009. The target audience was young people age 18 to 24, who were in college but who could take courses at Panamericana at the same time, or who had gone to a school not suited for them and wanted to give new direction to their future career. The challenge was to motivate the audience to come to the school to enroll.

Describe how you arrived at the final design
A poster was created to be hanging on mathematics’ universities walls appealing to the young people of our target audience. On the poster, we see a number of math problems and formulas and lots of drawings. Curiously, although the drawings portray the student’s environment, they are clearly referential to the strokes and style of great artists in history, like Van Gogh, Picasso, Andy Warhol among others. Seen as such, the poster ultimately becomes a journey through the world of art. The idea was to show that art definitely lives inside some people, although they may not know it.

Give some indication of how successful the outcome was in the market
The total investment was UDS 4,000.00. There were 20 ensuing enrollments. At an average amount of USD 750,00 per course, the total gross sales generated came to USD 25,500.00.