Miami Ad School Print BRUSHES by Y&R Sao Paulo


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Industry Education
Media Print, Magazine & Newspaper
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 May 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
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: Brush Pack - E-mail/banner/website - 10 February, 2012

Describe the objective of the promotion.
In recent years, the number of people who want to join the advertising industry has increased considerably. Miami Ad School needed to highlight its leading position in the segment.

Describe how the promotion developed from concept to implementation.
To enhance the connection between the young students and Miami Ad School, there´s no better way than through advertising. We created The Big Ideas Brush Pack, a set of Photoshop brushes from many famous ads. Each brush had an element from an advertisement.

Explain why the method of promotion was most relevant to the product or service.
Banners on websites targeted on communication and prep-courses students stated: “Take your great Idea here”. As they downloaded The Big Ideas Brush Pack, the internet users were impacted by the message: “Great Ideas don´t come that easy.” You could also download the pack on the Miami Ad School Facebook page.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity took place in the enrollment month for annual courses. The number of 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.