Cavalcade for IMD: A big impact with few words
IMD Business School, headquartered in Lausanne, presents itself as direct, confident, and straightforward in its new brand campaign. The global rollout is launching exclusively in Switzerland and is being supported by Cavalcade.
Statements such as "Very good in theory, even better in practice." or "ROI: Return on Impact." are intended to convey IMD's promise succinctly: Here, we learn directly from economic reality - beyond theory. The clear tone should stick in people's minds and, together with the radically reduced design, make the core of the institution visible, summarized in the guiding principle "Real Learning. Real Impact".
"The fact that our participants make a concrete impact in their organizations thanks to IMD - and thus also further their careers - is an important part of our DNA," says Sabine Beuzelin, Marketing Director of IMD. "This is exactly what this campaign expresses."
For Cavalcade creative director David von Ritter, the direction was clear from the start: "IMD has a direct and measurable impact on those who complete its courses. It was important for us to express this idea in the communication with clear, direct and effective messages."
The campaign can be seen in print, on digital screens and on social media in May and June. The first wave is aimed at the whole of Switzerland - with the aim of making IMD accessible to a wider audience.
Responsible at IMD: Sabine Beuzelin, Director of Marketing, Anne Burgues, Senior Marketing Manager. Responsible at Cavalcade: David von Ritter, Creative Director, Yoann Cosson, Senior Copywriter, Arbnon Pajaziti, Art Director, Samuel Leurs, Motion Designer, Eva Brunetton, Graphic Designer, Alexandra Meyer, Account Manager.
