Athabasca University “Greatness” campaign

AU's open, distance education platform was simultaneously its greatest strength and its greatest weakness. This campaign reframes the "unorthodox" as the avant garde, "different" as before its time. AU doesn't want to create the sort of students that come out of "typical" universities. AU wants to create inventors, originators. Students shouldn't conform to the system: the system should conform to the students.

Client: Athabasca University

Project: “Greatness” campaign (2015)

Designer + Art Director: Sarah Jackson

Creative Director + Copywriter: Marlene Miceli