In the Netherlands, all HBO ICT programs experienced a significant drop in admissions. In response, we were asked to create a campaign that would present ICT in a new light. Our insights revealed that the term 'ICT' has an outdated reputation. Combined with young people's fears about AI and the future job market, this creates a real problem.
So we decided it was time to reframe 'ICT' by showcasing that it is part of everything in daily life – especially in students' lives. With this foundation, we created the statement 'The world is ICT. Just study it.' Through six scenes of (extra)ordinary life, we demonstrate that ICT is everywhere, so why not study it?"
All six scenes were based on important themes in students' daily lives, covering topics like music, sports, dating, sleeping, and money. We used humor to create engaging moments that showcase the ICT foundation in a very accessible way. The campaign was directed by young talent Ines Vansteenkiste-Muylle and produced by our in-house production agency Days.
To create a fresh feel for HBO ICT, we developed a new brand identity featuring bold typography and a technical aesthetic that reinforces our message.
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