Yale-NUS College – a liberal art and science college in Asia – has selected Hakuhodo Singapore as its collaborative partner for its College Admissions campaign this year in a competitive multi-agency pitch. Hakuhodo was appointed the agency to develop a fresh Admissions and Financial Aid campaign for Yale-NUS, through an open tender called by the College in August 2017.
The agency which had previously collaborated with the College in designing the Yale-NUS College mascot, ‘Halcyon’ the kingfisher – is now tasked with producing the College Admissions Campaign 2018, both for traditional and online platforms.
“Hakuhodo had a clear understanding of our strengths – and the unique challenges we face as a young learning institution,” said Dean of Yale-NUS College Admissions & Financial Aid Laura Severin on appointing Hakuhodo as the design agency for the College Admissions Campaign 2018. “Strategically and creatively, they addressed our concerns and are working to raise awareness of Yale-NUS College. We are excited to see this project through to fruition”.
“Based on our philosophy of Sei-katsu-sha which sees people as beyond consumers,” said Tanner Nagib, Regional Client Service Director & Digital Director at Hakuhodo Singapore. “Hakuhodo’s insight helped differentiate Yale-NUS College through its understanding of prospective students’ aspirations and reservations. The communication strategy makes implicit comparison with institutions of varying educational pedagogy while expounding Yale-NUS College’s niche and distinctive edge. We are extremely proud to be able to play our part in giving the College a distinctive edge in its creative communication to prospective local and international students.”
The new Yale-NUS Admissions Campaign will be launched in phases within the year.