Thomas More is the largest university of applied sciences in Flanders. Definitely a cool brand to work for. And we got to develop its new student recruitment campaign after winning a pitch.
Our winning pitch idea was anything but an obvious campaign proposal showing how great Thomas More is. Our research led us to the insight that Gen Z is deeply concerned about what is going on in the world. Luckily, Gen Z is also very ambitious to turn their concerns into actions.
And that’s where Thomas More plays an important role. The university recognizes Gen Z’s concerns and supports this generation in making the world a better place.
With the tagline “Nu is het aan ons” (“It’s up to us now”) - with ‘ons’ referring to Gen Z - Thomas More amplifies this new generation’s voice. Intense, close-up portraits capture their bold, confrontational gaze, emphasizing their urgency for change.
Big thanks to Thomas More for the courage to spotlight Gen Z and the challenges they face.
