– Cleared!
2022
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Campaign
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2022 / Campaign /
Cleared!
My Role:
Lead Creative (Goldsmiths, University of London)
The Output:
3D
Animation
Art Direction
Branding
Collateral
Digital Design
Digital Marketing
Motion Design
OOH Advertising
Photoshoot
Print design
Storyboarding
The Brief:
To design and develop a Clearing campaign to reflect the ‘One Goldsmiths 2022’ recruitment campaign. The concept must help deliver a clear message across various touch-points with flexibility over time.
The Concept:
The ‘Cleared’ concept comes from 90s gaming culture, referencing a level or stage being completed, preparing you for what’s to come. We wanted to make an obvious link to Clearing in the messaging. Using ‘Cleared’ as a recurring message, not only matches the theme but directly addresses the campaign subject matter. This is then paired that with stages of life that potential students have just gone through such as ‘A-Levels’, ‘Childhood’ or ‘Exams’.
Campaign Consistency:
Using the same colours as the ‘One Goldsmiths 2022’ campaign, we can visually pair them together to create a more consistent visual coherence for the user, across the recruitment cycle. Inspired by 90s geometric patterns, sports hall floors and Nikelodeon-eske painted concrete, the supporting pattern brings in similarities to ‘the collage’ asset in the ‘One Goldsmiths 2022’ campaign with a current/90s vibe.
Student Focus:
Similar to the recruitment campaign, the students are front-and-centre, featuring current students talking through their experiences. Assets included student profiles, talking-head videos, short showcase ad videos and interviews.
The Campaign
The Goldsmiths Clearing campaign ran from May 2022, to August 2022, covering specific milestones across its journey.
May
Phase one is an advertising exercise; one to entice new users to click through to the website, this is done with large clickable 2D messaging in the campaign colours (see above).
June
Once Clearing applications open, phase two is rolled out; introducing potential students to the current students who came through Clearing. These students become the face of the campaign, with interviews and quotes giving vital information to those interacting with the content.
August
Phase three is results day and the few days proceeding; the campaign becomes an information hub, paid-for advertising and OOH billboards come to life with large phone numbers, URLs and CTAs flooding London and the surrounding areas.
