The prestigious DePaul University School of Music program was looking to develop a campaign to help them compete for the best music students in the country. To challenge some of the more traditionally-known conservatories, a new student-facing campaign was created around the idea, â€śYour Chair is Waitingâ€ť. This compelling message was woven into stories featuring students and their personal experience at the university.
The centerpiece of this campaign was the student view book which offered students a peak into the life of a music student at DePaul. The photography highlighted a range of students from different majors and compositionally sat them in the same spot on the page. As the viewer flips through the book, they see the different opportunities that are available to them at the school.
Online publications displayed a variety of banner ads using the same student quotes and photos as were highlighted in the view book.
The campaign extended to print advertising in a variety of different industry periodicals.