Cross thinkers wanted

The Faculty of Economics and Business of the University of Amsterdam (UvA) approached us with a complex question. They wanted to develop a multi-year student recruitment campaign, aimed especially at suburban young people, which clearly highlighted both the family connection and the difference between the two schools within the faculty. Moreover, the campaign had to fit within the overall branding of the UvA.

We came up with the theme line: ‘Cross thinkers wanted’. By doing so, we express, on the one hand, the fact that the economy of the future more than ever requires people who can see beyond walls. On the other hand, it is a rule that fits well with the transverse image of the University of Amsterdam and the city of Amsterdam itself.

We then devised a campaign for the Amsterdam School of Economics that makes it clear that there is an economic side to much, if not everything in life. And to understand and see things through, you had better take a good look at that economy. This campaign, of which every header has the same structure: ‘To understand (…), study economics’, gives us the opportunity to review a large number of topics that are appealing to young people and link them to economics. Think music, sports, fashion, etc.

For the 2021 – 2022 course year, we worked out a large number of variants of both campaigns for use in social media. They were frequently shared and highly rated by the target audience. With response, the Faculty of Economics and Business Administration is very satisfied.

For the Amsterdam Business School, we created a campaign that focuses precisely on new developments in the economy and business. Here, too, we work with a fixed ‘text grid’: New (…), new business. This allows us to vary endlessly with topics and images attractive to young people.