Brand mines, subversive personal shoppers, mind-controlling prescription drugs, and message forming insects are just a few new school advertising techniques depicted in the print and poster campaign for Art Center College of Design's Advertising Department. (ad campaign inside!)
Created by Venice-based brand communications agency 86 the onions, the enrollment campaign is currently running in CMYK magazine exclusively and illustrates the fact that advertising is rapidly changing and the old school rules are becoming obsolete.
Through use of hyperbole, the Enroll Today for Tomorrow campaign predicts marketing and advertising methods that new students will be able to learn in 6 futuristic campus facilities, including the Brand Ambassador Laboratory, Guerilla & Viral Marketing Training Facility, Nature-based Media Biosphere, Digital Dream Kitchen, Brand Pharmacology Lab, and Multi-Sensory Simulation Center.
Embracing the idea that the future of advertising will not be centered around TV and print ads, but the likes of sponsored rainbows and subliminal branded entertainment, the campaign positions Art Center’s ad program at the forefront of teaching the process by which media-neutral communications are created.
And who better to bring to life this cultural insight by having Art Center alumni create the campaign. In fact, it was art directed by Ely Kim (86 the onions), Nico Ammann (86 the onions), Peter Vattanatham (86 the onions), Mark Sloan (86 the onions) and illustrated by Justin Woode, Erik Sandberg, and Oksana Badrak—all Art Center alumni—and written and creative directed by Chad Rea (86 the onions), an Art Center instructor.
“Students don’t have clients or budgets. They should be the one’s coming to us old guys with completely new ways of thinking, big ideas that can live in any media,” says founder/creative director Chad Rea. “These examples may seem a bit ridiculous, but it’s no more ridiculous than a real life beverage company paying a stranger in a bar to buy you a drink.”
Chad Rea (86 the onions)