The consultancy says it was appointed without a pitch a few months ago, having been in contact with Goldsmith previously.
David Tanguy, Praline creative director, says, ‘They’ve never done such a big campaign. Now – especially with tuition fees, it’s important for all universities to communicate better.’
He adds, ‘Goldsmiths has got a strong identity already – people know about their art courses, but they wanted to talk about the other ones as well. We wanted to create something direct, using the idea of the quirkiness of the students but balancing that with seriousness.’
Praline was briefed to ‘celebrate the strength of Goldsmiths’, using the institute’s current branding. It used bold colours to make the campaign stand out, while the copy aims to reflect the ‘serious’ nature of some of the course on offer.
We All Need Words was responsible for copy writing, and Praline also worked alongside Goldsmiths’ in-house marketing team on the project.
The campaign includes a 48-sheet advert which will be placed in three key locations in South East London, bus panels and train cards displayed throughout the Highbury & Islington to Crystal Palace London Overground train line. It will roll out from today until the end of November 2011.