This campaign was created for my advertising capstone class, which creates a pro bono campaign for local businesses and groups near the U of I. I acted as the art director while the rest of my group held other traditional agency roles (media planner, strategist, account planner, etc). Together we created this campaign for Illinois' Department of English known as "Multiskilled." 

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The Department of English presented a concern for low prospective students and noted an extreme decline in enrollment since the economy crashed around 2008. Through primary and secondary research, our group discovered current and prospective students' thoughts about English as a major. Because of this research, our main message for the campaign, became, "As an English major you learn diverse skills that help you improve your career and your life." 

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We showed abstract skills to highlight the useful tools you learn as an English major. We wanted to package an English degree as a certain toolset that you always have near, such as a pocket knife, keychain or toolbox.

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The campaign was intended for use on social media and as a print ad. There were also other components of the campaign such as an event for prospective students to introduce them to the English department, a website revamp and a series of electronic ads in university buildings.

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You can see our full research report here.