Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter. The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

1. Wharton University
People that believe
February 2016

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WHARTON UNIVERSITY
Team

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Pere Suana & Simina Florea
Who are we?
Creatives Art Directors & Copywriters
Simina Florea / siminaflorea@gmail.com Pere Suaña / pere.suana@gmail.com

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WHARTON UNIVERSITY
Debriefing

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WHARTON UNIVERSITY
Debriefing
The Wharton Future of Advertising Program & Beyond Advertising
Make people join this new way of thinking trough the book and university course.
Inform & Simplify the information.

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WHARTON UNIVERSITY
Strategic insights

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Strategic insights
Communication Problem
There is too much information very hard to understand without any tangible
explanation.
Make the subject of the course and the book easy to understand and appealing
to everyone. Simplify the vocabulary.
Make me want to do find out more.

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WHARTON UNIVERSITY
The BIG idea

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The BIG idea - Rationale
People that believe
Everything arounds us is made by people, all we touch, see and consume.
Behind everything you touch there was a person, a believer that created.
You can be that person.

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The BIG idea - Creative platform
Executions
Video
Facebook + curiosities campaign (young aspiring professionals, 25-23 C1 social group)
Can be spread across many media channels.
TV short version(B and A Class 30-50 financial/communication)
Print & Street
(Target-busy people in university/ MBA, studying 20-30 social/communication)
In cities ( on the ground, bus stops)
Can be spread across many media channels (specialist magazines for prints financial/
communication such as Ad Week, Advertising Age, New York Times )
Radio
(B and A Class 30-50 financial target group)

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WHARTON UNIVERSITY
The Billboard can be animated, the light of the candle will go on and off.
See an example in visual content / video / Candel

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Creative output

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Creative output
An inspirational campaign that will motivate people to join the course, read the book in
order to achieve your potential.

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WHARTON UNIVERSITY
Reflection

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What we learned from this case
It is better to keep things simple and undertsandable. The best way to is make people
want to learn about something new is to make them curious about it. When you want
people to follow you example you need to follow it yourself because you are the image.
Advice
Do not advertise the book advertise the idea.
Don’t tell people to read the book make them want to read it.
Make people relate to the way of thinking in a simple manner. Speak human to human.
Don’t be academic, be simple and clear.
Leverage on Wharton’s network and brand to spread the word and generate
momentum, use the media channels they own (website, journals, instagram etc).
Apply your own model to the book, use your own go to market strategy.

23. identity driven brand building®
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