National Art School promotes its Open Day in #SeeInspiration campaign via 303Lowe Sydney

Case Study: Artists see the world differently. They see beauty where others don’t. The scars on a wall caused by fire. The dials on an old Simpson oven. A shattered mirror. For an artist, there is potential even in the mundane.

This observation became the trigger for 303Lowe’s campaign for partner, the National Art School. Its aim was to attract a larger number of students to attend its Open Day and register for its 2016 intake. While submissions for 2016 are still being finalised, attendance increased by 82%.

To create the OOH and social campaign, the agency commissioned Ingvar Kenne, whose own career began as one of 31 photographers chosen from throughout the world to exhibit at the first ever Cannes Lions’ “New Photographers – The Hottest Talent Of Tomorrow” event.

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Kenne created a huge collection of images from everyday things, 30 of which were turned into online content and posters that asked potential students, “See Inspiration? Then we’d like to see you.”

The posters were placed in cafés and schools around Sydney as well as bus backs.

The target audience of 17 and 18 year olds “eats Instagram” so the social media platform became a pivotal part of the campaign. A different Kenne image or poster was uploaded every day on Instagram leading up to Open Day. Thirty in all. These were used as triggers for a competition for potential students. Young photographers were asked to capture an image of where they See Inspiration, upload it to Instagram with the tag, #SeeInspiration, and register for Open Day.

More than 700 photographs were posted. Twenty of these were shortlisted and exhibited on Open Day. Afterwards, they were auctioned for charity.

The campaign’s Facebook advertising was seen by more than 107,200 people and 20% more National Art School Facebook Likes were received during its run from July to August.

Agency: 303Lowe

Web Developer: Lachlan Tweedie