CRK creates advertising campaign for the FHNW School of Life Sciences
The School of Life Sciences at the University of Applied Sciences Northwestern Switzerland is launching its new cross-media advertising campaign with the tagline «Your Drive. Your Impact.» The campaign features personal stories from students to promote its bachelor’s degree program at the intersection of nature, technology, medicine, and the environment. The agency CRK conceived and implemented the campaign.
The path to college can be shaped by a variety of experiences and pivotal moments—whether it’s a desire to explore the universe, an apprenticeship as a dental assistant, or mixing toothpaste and flour as a child. Everyone has their own story that led them to the bachelor’s program in Life Sciences and one of its eight specializations.
Personal Stories at the Heart of the Campaign
Together, the FHNW University of Applied Sciences for Life Sciences and the CRK agency developed a striking message and a new brand identity to promote the information sessions for the bachelor’s program, along with a cross-media campaign designed to evoke emotions. At the heart of the campaign are videos featuring students serving as ambassadors for the eight fields of study: they first take viewers on a unique journey back through their memories—and then into the present as they pursue their studies.
These personal stories were developed through in-depth conversations with the students: They recount defining moments in their lives, from what motivated them to choose their field of study to their personal vision for the future and what they hope to achieve through their studies. This is entirely in line with the slogan «Your Motivation. Your Impact.» The students want to make a meaningful contribution and use applied research to improve people’s lives and our environment.
Through posters, students showcase objects they associate with their studies and, by extension, the impact of those studies. This creates a unique identity and visual style for each field of study. The campaign is visible both digitally and via out-of-home (OOH) advertising throughout northwestern Switzerland, the Bern area, and neighboring Germany.
In the heart of Europe's largest life sciences cluster
The Bachelor’s degree in Life Sciences has an interdisciplinary focus and brings together the natural sciences, engineering, medicine, and the environment. The FHNW campus in Muttenz, near Basel, is part of Europe’s largest and most important life sciences cluster. This proximity to industry and to faculty from industry partners, as well as the state-of-the-art laboratory facilities with natural light, are among the unique selling points of the FHNW School of Life Sciences.
«Our ambassadors share their own stories in an authentic and inspiring way, which is intended to foster a genuine connection with prospective students,» says Pascale Rippstein, Head of Communications & Marketing at the FHNW School of Life Sciences.
Contact person at the FHNW University of Applied Sciences: Pascale Rippstein (Head of Communications & Marketing), Judith Graf (Digital Communications and Social Media Manager), Stella Brack (Communications & Marketing Associate) Responsible at CRK: Marie-Joëlle Eschmann (Account Director), Geraldine Neeser (Consultant), Silvan Gisler, Filip Wolfensberger (Creative Direction), Martina Gršković (Group Account Lead), Demijan Bačić, Isabel Christen (Art Direction), Andrej Čirkinagić, Katarina Horvat (Design), Mario Malekinušić (Motion Design) Film production: Tvision Photography: Marc Gilgen Media: Twmedia
