THE KNOWLEDGE STATION by DraftFCB Rio De Janeiro for UNIVERSIDADE CRUZEIRO DO SUL

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THE KNOWLEDGE STATION

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Industry Colleges, Universities & Education Centers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Art Director Rodrigo L. Rodrigues
Copywriter Ricardo “Dona” Martin
Producer Telmo Ursini, Edgar Pasotti
Photographer Marcus Hausser
Account Supervisor Tania Muller, Isabella Malucelli
Illustrator Cox Design
Released February 2010

Credits & Description

Category: Ambient: Transit
Advertiser: UNIVERSIDADE CRUZEIRO DO SUL
Product/Service: UNIVERSITY
Agency: GIOVANNI+DRAFTFCB
Executive Creative Director: Ricardo John
Creative Director: Ricardo John/Benjamin Yung Jr. (Head Of Art)
Copywriter: Ricardo Martin
Art Director: Rodrigo L. Rodrigues
Account Manager: Mônica Purcino
Account Supervisor: Isabella Malucelli/Tânia Müller
Advertiser's Supervisor: Mary Wakabara
Illustrator: Cox Design
Photographer: Marcus Hausser
Producer: Edgar Pasotti/Telmo Ursini
Other Credits: Raphael Enes – Editor And First Camera/Pedro Pinto – Assistant Editor And Second Camera
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL

Description of Ambient execution
Competition among universities that appeal to young people from the B and C social classes is fierce. Most of them carry out aggressive price-based campaigns. The question was how to compete in this market and impact the target audience without getting involved in a price war? A survey carried out among the target audience proved that besides price another two factors are important when considering which university to choose: ACADEMIC STANDARDS and LOCATION. That’s why, instead of a mass media campaign, we opted to invest in a consumer-directed action in a place with a significant presence of our target group: a train station near the Campus. And so “The Knowledge Station” was created. Using the main tunnel of the train station we created a 52-meter long panel simulating a library full of books that displayed the message: "The Cruzeiro do Sul University is like this corridor: full of knowledge." When arriving at the station one had the real sensation of walking down a giant library corridor full of books. (PLEASE, SEE ATTACHED VIDEO)