Danielle Waters - The Apply Yourself Campaign

The Texas Tech Bullet Advertising Team competes every year in the National Student Advertising Competition (NSAC). Universities and colleges across the nation are given the same client and case brief to create a campaign that meets the brand’s needs. This year, our client was Indeed, the job searching site. Our case brief outlined that this campaign was to increase UAC amongst 18-24 year olds (Gen Z), making Indeed the first job site they’ll consider when applying for jobs. It must avoid a “one-size-fits-all” campaign and align with Indeed’s brand mission and values.

Indeed Print Ads

According to our research, the key characteristics that are most influencial to Gen Z in the job search are authenticity, ambition, identity, humor, and self-doubt. We found that the one thing Gen Z craves more than anything is having a sense of control in their job search. They want to have more confidence and redefine their future at a personalized pace. These print executions challenge cliché pieces of “advice” often used to belittle our target audience. Personalized edits written over the message demonstrate Gen Z taking control of their own job search. The prints are able to provide authenticity, ambition, identity, and conquer self doubt by showing the viewer that they don't have to follow anyone's path but their own. The term "Apply Yourself" further adds to the concept however by "Apply" being outlined, it takes on a new meaning. Gen Z can now reclaim this phrase for themselves because when their advice doesn't apply, Apply Yourself.

Below are pages from our final book which contains an entire years work from our team. It includes our research, print ads, fun promotions, media strategy, and our final budget. This book was presented to the judges at competition.