Jacob-Roelandslyceum, a high school, that positions itself as a safe place where children are at the helm of their own school career. They decide which classes to follow, the teachers are there to guide them in this process.
The high schools in Boxtel compete to make the best campaign in order to attract the most new students. The JRL asked us to come up with a idea that would speak to new students instead of the parents.
We developed the pay-off: “JRL turns around you” and took that very, very literally. We created a campaign where students talk about what is so great about JRL and we designed a strong image around the idea.