Idea: Students are constantly in a state of rebranding and re-learning who they really are. Command Strips offers the support for them to change how they express themselves whenever they want.
FOR THE EVER-CHANGING YOU
This student-centered campaign uses print to reach students where they’d naturally go for answers: bulletin boards & pamphlets. As students come to campus and read texts like back-to-school guides, magazines, and more, Command slots in alongside similar content, all focused on making the transition easy and seamless.
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In a place full of clashing aesthetics, Command lets you know that you don’t have to be limited to just one vibe. This mall execution exists between all sorts of personas and aesthetics that the audience may be considering for their wall. Some may feel inclined to change while others stay on brand, Command supports them either way.
Students shop online for all sorts of housing items and school supplies as they move back on campus. Placed on retail sites where the students shop, Command owns the move-in space both literally and figuratively, placing itself at the top-of-mind for the consumer.
Command leverages borrowed interest from Pinterest, a brand popular with students, to create a true viral moment. This large wall will be placed in campuses around the country to give students a chance to express themselves however they want-and change it whenever they want. The spontaneity and open-endedness of the activation will quickly become a stir across the student body, the exact target of Command’s campaign. Below are some examples of how students will react to the new on-campus activation.
CW: Nicky Walker AD: Sophia Johnson