Knowledge and education, though closely related to each other, are different. A highly educated person need not be a knowledgeable one. Certificates are not always a proof for efficiency. The traditional way of learning has many demerits along with its merits. This print campaign for Centennial breaks traditional format of advertising for educational institutes.

The ads feature students in a care-free manner, and the copy is provocatively untraditional.

You’d sleep ’til noon too.
If your plans included changing the world.Says one ad.

Einstein didn’t own a hairbrush either.-says another

However, the campaign doesn’t really concentrates on the product USP(here the special benefits of studying at the college).

CREDITS

Advertising Agency: Smith Roberts Creative Communications, Toronto, Canada

Creative Directors: Brian Smith, Malcolm Roberts

Art Director: Greg Kouts

Copywriter: Dave Barber

Photographer: Daniel Ehrenworth/Veer497379