Mainland positions OST technology studies with hoodie campaign
The Ostschweizer Fachhochschule OST is launching a new campaign for its engineering programs. Festland developed a concept for the campaign that uses white hoodies as a canvas for bold statements and specifically targets Generation Z.
«The Genius in Engineering» is the tagline of the new campaign that Festland developed for OST. The goal is to inspire more prospective students to enroll in the eight engineering programs offered by the University of Applied Sciences of Eastern Switzerland. The campaign conveys a key message: An engineering degree ensures a secure future, especially in the age of AI.
The creative execution combines bold headlines with a visual style that speaks to Generation Z. White hoodies serve as a canvas for pointed statements. «Our creative inspiration didn’t come from typical educational campaigns, but from the world of fashion videos,» explains Vanessa Kesselring, a designer at Festland.
Sequel to the successful T-shirt campaign
As a follow-up to the successful T-shirt campaign from 2024, the new hoodie visuals ensure continuity and relevance. The visuals reflect the design aesthetic of the target audience and are represented by OST «Wirkfluencers,» who were filmed by nektar.tv.
The authentic testimonials and dynamic Reels make an impact on both social media and out-of-home media. «Two years after the successful T-shirt campaign, the hoodie campaign is further cementing the appeal of our eight engineering degree programs among the target audience and making OST better known and more relevant,» says Carlos Friedrich, Head of Marketing at OST.
For more information about the campaign, visit the landing page at ost.ch/ing.
Responsible at OST: Carlos Friedrich (Head of Marketing). Responsible at Mainland: Marco Casile (Strategist), Vanessa Kesselring (Designer). Film adaptation: nektar.tv.
