Ghent University: Dare To Think
Posted in Advertising
This ad campaign created by Saatchi & Saatchi for Ghent University makes me laugh and in a way clueless! Ghent University is located in the historic town of Ghent in Belgium. It’s one of the largest university in Belgium with over 30,000 students and 6,400 staff members.
I don’t think the ads below are effective at all. What messages are they trying to convey? I will let you guess what wrong with the pictures. I am absolutely clueless about the last ad, I don’t know what to make of it. Maybe you will be able to figure it out.
Do you dare to think? :roll:
Advertising Agency: Saatchi & Saatchi Brussels, Belgium
Creative Director: Jan Teulingkx
Art Director: Ilse Pierard
Copywriter: Raf de Smet
Photographers: Michael Meyersfeld, Evert Thiry, Kris van Beek
Published: March 2008
Source: Ads of the World [1] [2] [3] [4] [5]
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I can indeed sympathize with you. The first in the series however does tie in with the slogan but that is about all that one can say about this series. It would be worthwhile finding out from the university if they succeeded in communicating whatever it is that they wanted to! Let me try.
I quite agree with you, i am completely clueless too! What DOES it mean and what on earth are they trying to convey?
I Love these ads, for the simple reason that they do make you think. I will start with the last one as it seems to be the most difficult, and then go backwards, writing a question on each. I’ll also place a specific subject, as I think each ad tries to target a different subject area the university may teach.
5. Notice the 13th hour on the clock. It was difficult to notice, but why? What does that say about our perception of things? (Psychology, sociology)
4. Didn’t realize this at first, but I think it is the earth in the distance where the moon should be. Is life outside our planet possible? (science-physics)
3. In our scientific age everything is being genetically modified. How far will things go? (However, this has been going on for much longer than we think. People have been manipulating crops to achieve different results for 100’s of years. Maybe not genetically, but what is the difference?) (science-biology,genetics)
2. Can things in war torn Darfur improve within the time frame to make this a possibility? (international relations, conflict management)
1. While people in the west are adopting children from developing countries (like Madonna, just to give an example), what would it be like if it were the other way round? (socialogy)
That was supposed to say *sociology on the last one.
I must admit, these are some great artsy ads that DO make you think and I think that is simply what the message is. It just makes you think…and so if you take the time to think about what’s going on in the ad…well then it means you can use that thinking power and talent and develop it at Ghent University. It’s thinking outside of the box… regardless of how odd or crazy. Woww… i can be their spokesperson!
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Spot on!
I got these all pretty easily apart from the “Earth in the distance” and “13th hour” ones (to be fair, I only skimmed through).
Also, since the ads have been posted here and are being discussed, they must be having SOME effect :D
Thanks K Owusu for the insightful explanation! SM
Thanks for the explanation K Owusu, it now not only makes sense, i actually like the ads! And yes they do make you think1
Owusu, Man my hat is off to you. Okay, even then, who are the people that these ads address? What is the message? What is the product that is being sold? I can come up with esoteric answers, but, seriously, unless one stops and wonders, an effective ad should grab the attention of a reader and get him to buy something. Is that objective being achieved?
I have written to the university’s system administrator, and if I get a reply, I shall share it with all of you.
Would be great if you could get that. I will be looking forward to it.
K Owusu, you are so genius…I don’t even think every point you’ve explained. Thumbs up for you
I am clueless…….if anyone knows the message conveyed please let me know too……
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Good for you. this ad is demeaning and shameful.We have alot of african immigrants living in the usa I hope they don’t see that. Shame on that company. thanks for pointing that out for people to speak up about
Waylon
the ads are produced by our agency.
The goal is not to sell anything, this is mostly an image campaign. Thank god for clients who still see the value in a carefully built up image.
We just want to portray the university as an independent institute for independent people who dare to (and can) think outside of the normal frames (out of the box if you want to use the dreaded words).
You might look at it as public entry exam: if you get the ads and they make you think, you’re welcome to try and do the same at Ghent University… if you don’t get them: think harder.
You can make some sense out of them. But how is this an effective campaign for a university, I fail to understand.
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I always encourage my colleagues to think outside the box… or even to just think! And these ads certainly made me do both! I believe it actually is an effective campaign because it makes you do what it says..
Steve
YES you are right -This is absolutly confusing. I can’t have that much brain which can read the pulse at Ghent university -Sorry SIR.
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Owusu: Nice analysis! I seriously had no idea what they were about except for the Darfur one and the last two.
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Spot on!
I got these all pretty easily apart from the “Earth in the distance” and “13th hour” ones (to be fair, I only skimmed through).
Also, since the ads have been posted here and are being discussed, they must be having SOME effect :D
bless this post with love,peace,respect and success.
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