The Panamericana Art School offers courses in Art, Photography, Fashion and Design and has over 3 thousand students. The objective of the campaign was to increase enrollment for Panamericana’s new courses to be offered in the second half of 2009. The target audience was young people age 18 to 24, who were in college but who could take courses at Panamericana at the same time, or who had gone to a school not suited for them and wanted to give new direction to their future career. The challenge was to motivate the audience to come to the school to enroll.

A poster was created to be hanging on mathematics’ universities walls appealing to the young people of our target audience. On the poster, we see a number of math problems and formulas and lots of drawings. Curiously, although the drawings portray the student’s environment, they are clearly referential to the strokes and style of great artists in history, like Van Gogh, Picasso, Andy Warhol among others. Seen as such, the poster ultimately becomes a journey through the world of art. The idea was to show that art definitely lives inside some people, although they may not know it.

The notebook becomes a journey through the world of art. At the end of it, we see a drawing of the student dropping out of Math College and following a different path. The campaign concept is “Free the artist within you. Go to the Panamericana Art School.” The total campaign investment was UDS 3,000. There were 21 ensuing enrollments. At an average amount of USD 750.00 per course, the total gross sales generated came to USD 15,750.00, or a ROI of 80.95%. Therefore, there was a return of USD 80.95 for each dollar invested.