The Campaign

We created posters to communicate a conviction that the school holds in highest regard: that one-sided styles will not yield novel architecture. To communicate the importance of keeping opposite styles always in mind, we employed a mode of expression that depicts opposing styles in a single visual.

Creative Execution

To express the process by which students find out about architecture of differing styles while engaging in direct hands-on learning tasks, a sketch-based visual style was adopted. These posters were displayed in front of the school's gate facing a major roadway, and earned attention from large numbers of people.

Indication of how successful the outcome was in the market

The response on social-media networks after publication surpassed the previous year. Moreover, this poster succeeded in motivating not only prospective student enrollees, but also current students, teaching staff, and other people affiliated with the school.

The ad targeted students highly interested in the art of making things. Whereas many competing vocational schools concentrate on teaching practical modern architectural techniques, Tokai Polytechnic College also makes architecture of the Middle Ages and premodern eras the object of study. Flexibly apprehending styles that appear to be opposite on the face of it yields novel architecture. The school attempted to approach the target audience through posters that embody the principles relating to the art of making things that the school holds in the highest regard.