Admission 2023/24 Advertising Campaign
Hang Seng University of Hong Kong
This showcase highlights a pioneering initiative for The Hang Seng University of Hong Kong (HSUHK), conceptualized and brought to life by DASH. This campaign intricately weaves the essence of HSUHK’s ethos—integrating the innovative and professionally oriented programmes with the vivacious campus life—it offers to students. The advertisement design not only seeks to engage but also promises to leave a lasting imprint of HSUHK’s “Liberal + Professional” approach in the minds of its target audience.
sector
education
work
creative direction / art direction / key visual / headline creative / photography / copywriting
Hang Seng University of Hong Kong
Admission 2023/24 Advertising Campaign
This showcase highlights a pioneering initiative for The Hang Seng University of Hong Kong (HSUHK), conceptualized and brought to life by DASH. This campaign intricately weaves the essence of HSUHK’s ethos—integrating the innovative and professionally oriented programmes with the vivacious campus life—it offers to students. The advertisement design not only seeks to engage but also promises to leave a lasting imprint of HSUHK’s “Liberal + Professional” approach in the minds of its target audience.
sector
education
work
creative direction / art direction / key visual / headline creative / photography / copywriting
CHALLENGE.
The core challenge was to craft an advertising campaign that transcended traditional boundaries to genuinely connect with the youth. It aimed to reflect HSUHK‘s spirit through a sophisticated synergy of visuals and messages that resonate with the aspirations and vibrancy of its target audience. The task entailed amplifying HSUHK‘s unique proposition—its commitment to fostering a positive perception towards its innovative programmes and enriching campus life. Achieving this in a way that felt both authentic and compelling required a deep dive into creative ingenuity.
DESIGN AND CONCEPT.
Our design, centered on the theme “Leading U towards a brighter future,” employs a dynamic, young, and energetic tone, perfectly reflecting the ambitions and liveliness of HSUHK students.
The visual radiates growth and opportunity with a rich green and gold color scheme symbolizing prosperity. It showcases diverse academic areas like Finance, Marketing, Journalism, and Data Science, each illustrated with students engaging in field-specific activities – from analyzing stock markets to operating cameras. This design cleverly segments the university’s offerings, highlighting its comprehensive education spectrum. Key elements like graduation caps, books, circuit diagrams, and statistical graphs merge tradition with modern technology, reinforcing the university’s commitment to innovation and quality education. The lower section provides essential information like contact details and AACSB Accreditation, underscoring the university’s achievements and quality assurance. The slogan “LEADING U TOWARDS A BRIGHTER FUTURE” is boldly presented, encapsulating the promise of guiding students to success. This design effectively communicates an environment of dynamic learning and future readiness, catering to a global student community.
EXECUTION.
DASH developed a collection of key visuals in both vertical and horizontal formats, ensuring versatility for adaptation across traditional and digital ads, infographics, and banners. Each visual has been meticulously designed with an appropriate background extension to guarantee visual continuity and adaptability across various mediums.
For the tagline, “Leading U towards a brighter future,” ingeniously employs the dual meaning of “U” to signify both the individual and the university. This clever play on words encapsulates the essence of <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s mission, fostering a connection with the audience on a personal level.
In addition, a critical element of our campaign was the inclusion of authentic photography featuring HSUHK students. It grounds the campaign in reality, making the promise of a “brighter future” all the more tangible. The visuals were crafted to keep the <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s signature green at the forefront, ensuring brand recognition and cohesion.
By addressing the challenge head-on and steering the campaign with a solid and engaging design concept, the DASH team has set a new benchmark in advertisement design. The strategic use of photography, alongside the young and energetic tone, underpins the compelling narrative of <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s exceptional offerings, making this campaign a paragon of advertising excellence.
CHALLENGE.
The core challenge was to craft an advertising campaign that transcended traditional boundaries to genuinely connect with the youth. It aimed to reflect HSUHK‘s spirit through a sophisticated synergy of visuals and messages that resonate with the aspirations and vibrancy of its target audience. The task entailed amplifying HSUHK‘s unique proposition—its commitment to fostering a positive perception towards its innovative programmes and enriching campus life. Achieving this in a way that felt both authentic and compelling required a deep dive into creative ingenuity.
DESIGN AND CONCEPT.
Our design, centered on the theme “Leading U towards a brighter future,” employs a dynamic, young, and energetic tone, perfectly reflecting the ambitions and liveliness of HSUHK students.
The visual radiates growth and opportunity with a rich green and gold color scheme symbolizing prosperity. It showcases diverse academic areas like Finance, Marketing, Journalism, and Data Science, each illustrated with students engaging in field-specific activities – from analyzing stock markets to operating cameras. This design cleverly segments the university’s offerings, highlighting its comprehensive education spectrum. Key elements like graduation caps, books, circuit diagrams, and statistical graphs merge tradition with modern technology, reinforcing the university’s commitment to innovation and quality education. The lower section provides essential information like contact details and AACSB Accreditation, underscoring the university’s achievements and quality assurance. The slogan “LEADING U TOWARDS A BRIGHTER FUTURE” is boldly presented, encapsulating the promise of guiding students to success. This design effectively communicates an environment of dynamic learning and future readiness, catering to a global student community.
EXECUTION.
(content based)
DASH developed a collection of key visuals in both vertical and horizontal formats, ensuring versatility for adaptation across traditional and digital ads, infographics, and banners. Each visual has been meticulously designed with an appropriate background extension to guarantee visual continuity and adaptability across various mediums.
For the tagline, “Leading U towards a brighter future,” ingeniously employs the dual meaning of “U” to signify both the individual and the university. This clever play on words encapsulates the essence of <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s mission, fostering a connection with the audience on a personal level.
In addition, a critical element of our campaign was the inclusion of authentic photography featuring HSUHK students. It grounds the campaign in reality, making the promise of a “brighter future” all the more tangible. The visuals were crafted to keep the <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s signature green at the forefront, ensuring brand recognition and cohesion.
By addressing the challenge head-on and steering the campaign with a solid and engaging design concept, the DASH team has set a new benchmark in advertisement design. The strategic use of photography, alongside the young and energetic tone, underpins the compelling narrative of <a rel=”noopener noreferrer” href=”https://www.hsu.edu.hk/” target=”_blank” class=”OutLight”>HSUHK</a>’s exceptional offerings, making this campaign a paragon of advertising excellence.
