When we’re developing a new campaign for a school, we’re always hunting for something unique and emotive. Something that will make the school stand out. Something that will capture the imagination of prospective families.
In the case of Truro School, finding it was easy; who wouldn’t want to board in Cornwall? A high-achieving school a stone’s throw from some of the most beautiful coastline in the UK – a place that evokes fond, nostalgic memories of perfect holidays. From this, the ‘big idea’ emerged: “a top-tier education and an unforgettable Cornish experience”.
The challenge was then to express this creatively – a stirring headline that captures the essence of the idea in an instant. When one of the creative team said “It’s in the air” as a passing comment during a brainstorming meeting, we knew we had it.
The headline informed the clean, minimal design which was rolled out across OOH, print and digital channels, including service stations along the M5 to catch families travelling to their holidays over the summer.
