Best Makers Campaign
Manukau Institute of Technology hired us to develop new creative ideas to help reposition the school and attract new students. Their previous campaign creative had shown disappointing results and they needed something completely new to get people excited about their MIT education. My creative partner and I looked at their previous qualitative research and the current demographics of MIT students and came to some conclusions;
Firstly, students were generally older and returning to study.
Secondly, these older students were serious about their education.
Thirdly, students loved the practical education they could expect at MIT.
We agreed that MIT needed to own their Polytechnic status. They needed to tell people what to expect from an MIT education, and that was the best practical education in New Zealand. A place where you could learn to make things. Where the people who make the best things are made. MIT - Where the best makers, are made.