Brief Explanation

The design challenge is to create a website that looks cool and fun for prospective design students - to convince them that PJCAD is where they can learn to hone their skills. We must also work in the message that PJCAD encourages individuality and will help them to stand out as unique creative stars. And, obviously, we must collect contact information from design-inclined students for use in follow-up communication.

The Brief

PJCAD is a smaller design college that promises smaller classes and personalised attention that will give students every chance to stand out and shine as individuals. We were briefed to highlight this to high school leavers and convince them of the advantages of studying design at PJCAD.

How the final design was conceived

The campaign is a contest that challenges students to create outstanding designs based on sheep: the symbol of conformity and sameness. The design of the website is also based on sheep - and features hilarious sheep-based design jokes and puns... setting a benchmark by demonstrating how even a an inherently boring subject like sheep can be made interesting. In addition to communicating the advantages of studying at PJCAD, the visually-arresting designs also give an indication of the quality design training that await prospective students.

Indication of how successful the outcome was in the market

At the time of submission, the work has not yet gone LIVE. We are therefore unable to provide any indication of success.